The digital age has provided us with thousands of tools, one being sales enablement, to help us determine how our sales and marketing teams are performing, what content is converting and how people are responding to our message. But, tools can only tell us the raw facts and data. Humans still need to be a part of the equation to decipher and analyze. Even then, we might not know why someone decided to come to us in the first place; did they accidentally click a Facebook ad or were they intrigued by your CTA on another webpage? When it comes down to it, we’re still dealing with people and the power of “personalization” is going to continue being prevalent.
From a basic human psychology perspective, people will take action based on something they believe, not something they are told to believe. The reason someone has bought from you in the past is because they came to their own conclusion about your offering, then decided that you were right for them. This will not change as more and more technological advancements come about. You have to provide prospects with enough information, whether that be digitally or in-person, for them to come to their own conclusions.
While we can use tools such as sales enablement software to hone and refine the “right message,” there is one aspect of sales that can’t be automated or programmed: storytelling. The power of storytelling is evident in the fact that it makes an emotional connection between the prospect and the brand. It provides a real-life scenario that prospects can relate to in their own way. And prospects might not want to hear it from you; they might want to hear from your customers or people who have been in the same exact position as them. Do you have those stories to share?
Ask your customers what their experiences have been. Ask them to tell their story on camera! Find out what made them really decide to buy your product or service. They’ll love to share their story, and you can use these stories to help you figure out pain points for clients in the future.
