It's critical to listen to the prospect and interpret the concern. Is it really a price objection? Is it a matter of wanting to understand the value benefits fully? Does the prospect need more brand special database assurance to trust you? Or are there quality concerns that need to be addressed?
Your reps can't go into a follow-up conversation with pre-selected stories. They need to read the buyer and draw on carefully chosen stories to address any concern.
Provide Evidence
When building their stories, reps should carefully select the details and include key facts and figures that help cement the case. In other words, your agents can use the power of storytelling to plant some essential data points that are pertinent to the story and reinforce the message.
Focus on Outcome
It's best to start with the problem that a client encountered and showcase your company's ability to solve it, going the extra mile to do so. Facts and figures are essential, but a good success story focuses on an outcome that addresses the prospect's concern. In other words, a story appeals to a buyer on an emotional level and paints a picture of success—increased ROI, greater productivity, expanded customer base, shorter sales cycles, etc. The story's objective is to answer buyers' concerns and encourage them to see themselves experiencing those positive outcomes.
Always Be Honest
It can be tempting to make up stories to deliver the facts, figures and outcomes that will sell a prospect. Don't! Stick to real-world accounts.
Reps will be excited to relate how your business can help others and will covey that enthusiasm to prospects. Thus, they can build trust and confidence.
Have a Follow-Up to the Follow-Up
Once a salesperson shares a story with the prospect, they need to confirm that the question or concern is answered. Next, reps need to ensure that no other issues are festering in the prospect's head.
Finally, your reps need to address the next steps. For instance, they might schedule a follow-up meeting, set up a product demo or trial period, or even ask for the sale.
It takes sales persistence to set follow-up meetings, cut through objections and move the prospect to a "yes," but with the strategic use of success stories, your reps can win more business.
