How To Use 3rd Party Stories In Sales To Grow Your Business
Use third party stories the right way…
Skip to a topic in the video:
0:00 Introduction to third-party stories
1:05 What are third-party stories?
1:50 How to use for an objection in sales (example).
3:03 Showcasing previous customer wins
4:15 Moving the sales process forward
5:55 How to turn on and off parts of your third party story
Sales Development Reps and Sales Managers, when you are speaking to prospects, whether it is for the first time or for the third time you want to have third party stories available at the ready in order to:
Benefits of third party stories
Allows you to move with objections and not push against them
Push the sales process forward
Connect with your prospect in a professional manner
Allow your prospect to understand others have been through this problem and had it solved
How to get/create third party stories
Work with marketing
Marketing should be creating case studies (video & written) of your best customers.
Video is preferable so you can hear their excitement and know their exact words
These should not be scripted, they are for internal use only and you WANT to hear exactly how your product solved their problems
Directly speak with current customers (you may want to get permission first)
If you have deals that have closed in the past it is great to give them a call and ask them:
How has your business changed since implementing your product?
What was it that lead you to choosing us as your solution?
What (if anything) would you change about the implementation process?
Is there any unexpected benefits you have noticed since adding our product to your business?
When you take the opportunity to connect with current customers you have already built a relationship with during the sales process you will have a more open and candid conversation. It will also allow you to uncover any current problems they are having in case they have not already contacted your Customer Success team.
Working With Objections
Notice we did not say “battle”, or “overcome” objections. You want to work with objections.
It is kind of like Tai Chi in the sense you are going use your prospects energy toward your advantage.
I totally understand why you wouldn’t be interested right now. That is what Roger, the VP of Marketing from Acme Corp. said when I first reached out to him. They are similar in size to your organization.
He changed his mind when he realized how he could have his team up and running in less than 50% of the time it took him before he implemented our service. By the way, he thanks me now every time we talk because his team is outperforming last years numbers by 63%.”
Notice this approach does not force your prospects hand, or you had to beg for time. It took his simple brush off and gave you the opportunity to share a win and now your prospect knows it is possible for him as well.
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