When prospects ask about the effectiveness of your product, it’s common for reps to respond with stats. These can be compelling, but they can also lead to glassy-eyed stares.
As an alternative, Stanford Marketing Professor Jennifer Aaker suggests using stories to grab attention and secure buy-in: “Research shows … our brains are wired to understand and retain stories. A story is a journey that moves the listener, and when the listener goes on that journey, they feel different. The result is persuasion and, sometimes, action.”
Chan throws in one caveat, however. If you find that your decision maker is analytical in nature, they’re likely to value clear-cut statistics that validate your product as the best solution to their problem. Keep this in mind and use relevant metrics to support your compelling stories.
Harry Kurland, Director of North American Inside Sales at data protection company Veeam, ties this together neatly: “Ask [your prospect] to share specific examples as it pertains to challenges they are having. Do they tell a full story? How quantitative do they get in their reasoning? People tend to speak how they like being spoken to, so mirror your prospect.”