“If you truly want emotional engagement from yourself and from your customers, you need a customer impact story.” – Lisa McLeod in today’s Tip 549
How do you make a difference to your customers?
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Scott Ingram: You’re listening to the Daily Sales Tips podcast, and I’m your host, Scott Ingram. Today’s tip comes from Lisa McLeod. And once again, she’s self introducing. So let’s just get right into it.
Lisa McLeod: Hi, I’m Lisa McLeod, I’m the author of “Selling With Noble Purpose.” And I have got a quick sales tip for you.
One of the things we know from our study of top-performing salespeople is when it comes to the difference between the top performers and average sellers, top performers have this sense of what we call noble purpose. They truly want to make a difference in the lives of their customers. Transactional salespeople are just there to close the deal. But these top performing sellers have a different story in their head. And that’s what I want to talk to you about, is the story in your head. And we call it the customer impact story. Let me tell you what that means. It’s a compelling story about how you make a difference in the lives of your customers.
Now, a lot of organizations have case studies and spec sheets and all of that, and those things are fine. But if you truly want emotional engagement from yourself and from your customers, you need a customer impact story. So here’s an example. We work with a concrete company, and one of the stories that they share is about how they mucked out the basement from a family that had two brand new twins. When it was leaking, the basement was flooded. They mucked it out. They put in their concrete and they fixed it forever. And they created peace of mind. The family that had two new babies. It’s simple. It’s short.
So think about how do you make a difference to your customers and get that story in your brain. Tell it to your colleagues. Tell it to your customers. A great customer impact story is true. It’s short and it’s a factual and emotional summary of how you made a difference in the life of a customer. Once you start telling customer impact stories, you become more engaged and so do your customers.
Scott Ingram: For more about Lisa and for a link to her book, “Selling With Noble Purpose” just click over DailySales.Tips/549. Once you’ve done that, be sure to come back tomorrow for another great sales tip. Thanks for listening!