Storytelling in sales

Storytelling in sales is gold. Your ability to articulate how what you do helps make your customers lives easier, citing real world examples, builds trust and is excellent low cost marketing.

In a recent LinkedIn post I commented on the value of remembering your R.A.M

R – Referrals

A - Anecdotes

M- Marketing

Anecdotes lead to case studies; powerful social proof of how you help your customers and the positive impact you have had on their business. Your website and socials are your shop window. Prospective customers will want to look into your shop window and see themselves reflected. They want to see people like them having good experiences with you.

For many of my clients knowing where to start when it comes to writing case studies can be challenging. The trick is to be succinct and impactful. If you have read my book you will know I like the sandwich analogy to explain sales. I also use it as a guide for writing case studies – once you have your customers ok to do so.

Introduction - Customer Problem (first bit of bread)

This is 1 or 2 lines that state who your customer was, what they do, what their problem was and if you can, why they contacted you.

What you did – Your Solution (the filling)

This is the second paragraph where you outline what you physically did, why and what with. Keep to 2 or 3 sentences and be impactful. 

Summary- Customer Impact  (second bit of bread)

Closing sentence of again no more than 1 or 2 lines that summarise what your customer is now able to do as a result of your solution to their problem. Ideally in their language and again impactful.

Then come the condiments and wrapping:

Photo – The ideal is an image of you and the customer in front of the installation or their system. If you can’t get that then at least the installation or their system – or their place of work where you are making a difference

Testimonial – Gold is a testimonial from your customer stating how wonderful you were and what they can now do because of what you did. In most cases you may need to draft this for them then get their approval.

Your language should always be focused on your customer, their world and the impact of your problem solving solution. Be clear on how you helped but make them the hero.

Learning to articulate your case studies and anecdotes, when applicable & relevant

The most important point is to just start. It doesn’t have to be perfect; it just needs to be done – and correct.

So, think about it – what case study would you most like to write?