Share your customer impact story with your boss after you've closed a deal to receive recognition but also help everyone in the company be more successful.
- Imagine you just closed a big deal. What's the natural response? You call your boss and you say, "Woo-hoo, we just closed a deal with this company!" Or you send a text. Yay, everybody's happy. But I wanna teach you an additional technique, and this is something that will not only get you more kudos inside your company, but it will also help everyone in your company be more successful. And it's called the customer impact story. So, first let's talk about what people usually do.
What usually happens when someone makes a big sale is they write up their big win, they send their boss and email with lots of details, like here's how much is closed, here's how we beat the other guy. And the hero of the story is usually the salesperson. Not a bad thing. Companies also write up case studies when customers are successful with their products. They tend to be testimonials or demonstrating how the product or solution is used. Most of the time, to be quite honest, these are kind of long and boring. I wanna teach you how to do something different.
It's a hybrid approach, and it's the customer impact story. And it can be done is just a couple of paragraphs or a couple of bullet points via email. So let's go back to our scenario. You just closed the big sale, woo-hoo. Now, here's what I want you to do, I want you to send your boss an email. The top line of it is, "We just closed a sale with x company "for however many dollars." 50,000, a million, whatever your number is. That gets the boss's attention.
But now, here's where you start to write a different sort of email. Instead of talking about the sales process, you wanna start off by naming the customer objectives. Now what do I mean by this? You wanna say something like the customer was trying to improve their efficiency. The customer was trying to create a differentiated experience for their users. They wanted tighter controls. Whatever the customer was trying to accomplish within the scope of their business, that's the first thing you wanna put in the email after you describe the sale.
Now you wanna be concise here. One sentence or a couple of bullets. Then, the next thing you wanna go to in an equally succinct way, is why they chose you. Now I know part of why they chose you is because you are a stellar salesperson, but in addition to that, you also wanna say things like our firm demonstrated more accuracy or more speed or a better commitment to their customers. Whatever it was that you believe won you the deal. And if you've done your job right it wasn't just because you had the lowest price.
What you're going for here is one or two sentences or bullets about what made you different. What made you better than the competition. And then you close the email by saying, this is why I'm so excited to work here. Now don't say it if you don't mean it, but if you can say something positive about the impact your company is having on customers, and why you're proud to be part of it, it's a great way to sign off. Now, sending an email like this, and again, only a few parts, here's the sale, here's what the customer was trying to accomplish, and here's why we won, and here's why I'm excited.
When you send an email like this it lets your boss know that you just closed a great deal. Kudos for you, but it also gives your boss something that she can forward to her boss. And if you write it correctly, and again, the key here is be succinct and focus on customer impact. When you write this up correctly, this type of email gets forwarded out around your entire organization. I've seen this happen. And I wanna be really clear about this. This is not just about making you look good. That matters, but the real hero of this story is your product or your solution and the impact it has on customers.
So, when emails like this go out broadly it helps everyone in the organization because it reminds them, their work makes a difference, and it fuels the other salespeople to create their own compelling sales story for their customers.
In this course, Lisa outlines key techniques to find and leverage your "noble purpose" and connect with customers on a deeper level. Learn the three key elements of a great call opening, when and when not to use a pitch deck, and the secrets to creating a sales process that can flex with different customer types. Last, she provides advice to develop yourself professionally, such as how to talk to senior leaders and position yourself as a strategy partner instead of a pitchman, when and how to take your boss on a sales call, and how to network effectively. Use these tips to close bigger, close faster, and make your work more meaningful.
- Selling with noble purpose
- Sales as a fast track to leadership
- Making the first call
- Avoiding sounding scripted
- Recovering from a bad call
- Working with your bosses and senior leaders
- Networking and being coachable