A strong value proposition is the beginning of a buyer conversation and a crucial foundation for a series of marketing and sales communications. When storytelling in sales, remember that the heart of the story comes from your buyer.
In order to make the value proposition or story as relevant as possible to your target audience, you need to net out all the things that you want to say and shift to begin with what buyers want to hear – from their perspective. I call this setting up the “mirror story” in your message.
The Simple Reflecting Technique to Improve Storytelling in Sales
If you reflect where your buyer is today and describe it in a way that demonstrates you understand the impacts of the situation, your message starts getting sticky, helping it to stay front-of-mind with your buyer.
But first, get crystal clear on who you are targeting to create a story that is relevant. Sounds obvious? The reality is that too many of us try to tell a story that fits everyone – making it less relevant for each distinct individual.
Do your homework to refine your mirror story:
- What is the role of the person you are targeting?
- How do they fit into the decision-making team?
- What challenges do they face?
- What would success look like for them?
- What words do they use to describe their issues, goals and needs?
Use the answers to these questions to set up the structure of your story. Resist the urge to start pitching your offering until you have refined and tested the mirror story. Then using the responses, you got from your test, develop a transition into how you can help or solve or improve their situation.
Once they see themselves in your story, their receptivity for the rest of your message will increase.