From the course: The Science of Sales
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Establishing credibility: The company story
From the course: The Science of Sales
Establishing credibility: The company story
- Now that you've established a great connection in step one through your My Why story and have done an excellent job of helping the customer identify, prioritize, and quantify their issues in step two, you'll likely have them really chomping at the bit to hear what solutions you have for them. Before you offer those solutions however, you should take a couple of minutes to share with them why you believe your company is the most credible to solve their problem. This may seem like an insignificant step, but by inserting the step here, you are subconsciously implanting all the proof that the customer will eventually need to hear to say yes. Your company story should be based on a similar model as your My Why story. In fact, I call the story the Company Why story. It should revolve around why your company does what it does and it can't be about profit or money. It has to be a belief-centric story. I have found the best way to communicate this type of story is through the why, how, what…
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