«Return to Blog List Is the Right Story in Your Back Pocket?
One of my clients, a workforce software company, is going after a niche market – security firms.
They have one really solid customer case study for that vertical market, but ideally want 4-5. So why, once you’ve invested in one, do you need more than 1-2?
Think about your prospects. In the course of selling to them, do you find they all have the same goal and same needs? Not likely.
Prospects are often at different points, facing different challenges. When in sales discussions, you want to be able to pick from an assortment of stories and find the one that specifically addresses that company’s situation. Show an outcome that matches the outcome the prospect desires.
How do you do this?
Look at a particular vertical among your customer base and prospects, and identify several “profiles” among them. Smaller businesses that need X, larger businesses that need Y, those that serve government clients and need to comply with regulations…What are the top situations you encounter?
When you meet with prospects, pull just the perfect story out of your back pocket.