List your unique attributes that service those customers.Start by focusing on your best customers.Here's the modern way to find positioning for your product: Positioning has evolved from the old "positioning statement" to a scientifically structured process. " Product positioning describes the specific market you intend to win and why you are uniquely qualified to win it" Positioning is an input into the sales narrative. Below is my view as a bootstrapped startup co-founder with a product increasingly moving from SMB to enterprise sales.Ī sales narrative is something you build AFTER you've positioned your product. There is an ongoing argument about which comes first "positioning" or "narrative" and that's something to keep in mind as you read. Who is your Vader? What and Why Positioning comes before the sales narrative. Getting your own teams buy-in to the sales narrative by getting them to "That's right"ĭon't overdo the story and end up in the uncanny valleyĪ good way to get started. Most people you’re selling to are not experiencing much pain. Upscope's narrative: Do a demo today you'd still be proud of 10 years from now.Intercom used the same narrative to announce a big update about 21 features they added.How do you use one sales narrative for multiple different industries you work with? See Zuora's example.What is an example of a great story deck? See how Uberflip used "The Greatest Sales Deck Ever".Because Obi-Wan FAILED to sell the trip to Luke Skywalker Examples How positioning is different to a sales narrative Positioning comes before the sales narrative. New Sales Tech: Handle sales objections by SHOWING not tellingĪlso see : How 10 Companies do their Sales Demos Contents What and Why Below I've summarised Andy Raskin's posts to understand how he helps build narratives for companies including examples and key points. They work because they use stakes, not problems, they make the client the hero and they begin with change rather than pain. Strategic sales narratives are stories that compel customers to understand why they need a product. Everyone says to focus on the customer "pain" or "problem" but what if most people are not experiencing much pain? They just get on with things.
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