What problem do you solve for your customers?
Why does your business exist?
Your Sales Story is a precise description of what your organisation does. It describes the business the company is in. It is a definition of why your company exists currently. Each member of your sales organisation should be
able to verbally express your sales story.
lt should include:
– Some history
– Your Unique Sales Proposition
– Your Strategic Competitive Advantage
– An explicit reason why a customer should buy from you
Every sales person needs a great sales story.
Imagine that a sales person was meeting a potential customer for the first time. Typically they have a minute or two to introduce their business – the sales story for your business.
It is our experience that companies don’t often get this right. We can visit sales teams and ask them for the story, and get different answers from each team member. When you see teams that have it right – a consistent story – it
has a lot of power.
The scary thing here is that many sales employees have no story.
We strongly believe that every business should have, and everyone should know, a very powerful sales story.