«Return to Blog List Dropping Customer Anecdotes in Sales
I’m working with a client on creating a customer success story on one of its customers—a large, well-known resort. They need the story ASAP for a sales initiative, but the main contact to approve the story is on vacation for the next week. And when he signs off, the PR dept. still has to see it too…
The dilemma: what can they leverage of the customer’s story now?
Verbal, anecdotal details that don’t mention the customer by name are the perfect compromise.
I recall this is one of the key tips from Jill Konrath’s book, Selling to Big Companies. In voice mail or live conversations, she suggests referencing other successful customers to pique curiosity with prospects:
“In working with another firm like yours, we reduced space requirements by 10 percent, saving them over $500,000 on lease payments and reducing capital equipment expenditures by over $300,000.” (p. 123)
While written case studies that name customers provide great validation and credibility, when you don’t have that final story approved, try talking about results anecdotally to get the attention of prospects.