You may think your salespeople are already effective at sharing customer stories. It’s my experience, however, that they aren’t.

Here’s proof: Ask a few salespeople to share a customer story. One that will bridge the gap between what customers believe and what they need to believe to buy your product. Don’t give your salespeople time to prepare because customers won’t.

The bad news is that the majority of your salespeople won’t be able to articulate what hell looks like if the customer doesn’t have your product. Instead, they will describe what your product is… and leave your customers to figure out why they should buy your product—or even why they should care.

The good news is that this information is already in your sales force because a few members of your sales team are exceeding quota. So, zero in on the insightful stories that your top performers tell and put them into a consistent format. Once completed, the rest of your team will now have the magic they need to inspire your customers to buy.

Even if members of your sales team don’t deliver these customer insights as stories but instead share them through conversations, the story format is a simple way to package this information. After all, stories are easy to recall in the heat of a sales call. Moreover, according to Jerome Bruner, a cognitive psychologist, a fact wrapped in a story is 22X more memorable.

And because those insight-based customer stories are made by salespeople for salespeople, the sales team won’t feel like you’re imposing another sales methodology or process on them. Unlike other sales training programs that quickly become shelf-ware, they can use the stories that you helped them create (PDF) the next day with customers.


Read more: Relationships – Your Salespeople Should Tell Great Customer Stories—Not Just Rattle Off Features : MarketingProfs Article.