Upgrade to Pro — share decks privately, control downloads, hide ads and more …

April Dunford - How To Craft a Story That Sells (Turing Fest 2022)

April Dunford - How To Craft a Story That Sells (Turing Fest 2022)

We understand stories are a great way to connect with customers but few startups really take advantage of a good narrative to help them market and sell their products. Are you losing deals to competitors with clearly inferior products? Do your sales meetings leave customers excited or confused? Is your marketing closer to a feature list or a set of compelling reasons to buy? In this talk, April will give you a framework you can use to build a story that focuses on WHY you built what you built in a way that is differentiating, compelling, and most importantly, gets you business.

Head to www.turingfest.com to learn more about Europe's best cross-functional tech conference.

Turing Fest
PRO

August 15, 2022
Tweet

More Decks by Turing Fest

Other Decks in Technology

Transcript

  1. How to Craft a Product Story that Sells April Dunford

    @aprildunford aprildunford.com
  2. Selling is HARD

  3. Buying is HARD

  4. Example: April Buys a Toilet

  5. None
  6. None
  7. None
  8. None
  9. None
  10. 3 weeks 2 showroom visits on the internet 0 New

    Toilet
  11. 3 weeks 2 showroom visits on the internet 0 New

    Toilet
  12. 3 weeks 2 showroom visits on the internet 0 New

    Toilet
  13. 3 weeks 2 showroom visits on the internet 0 New

    Toilet
  14. How hard is it to buy your product?

  15. Before prospects buy, they need to figure out how to

    make a short list
  16. Sales Puts Customers in the Windtunnel of Features FEATURES!!!

  17. If I make a poor choice Bad things happen

  18. 40% of B2B Sales Purchase Processes end in “No Decision”

    The lowest risk decision is to 
 do nothing
  19. None
  20. Salesperson Guide

  21. Buyers Want Our Help Question: What do you want in

    a sales meeting? • Perspectives on the market • Help me navigate alternatives Challenger Group - 2019 https://www.challengerinc.com/resource/how-b2b-buyers-choose-their-suppliers-a-decade-of- analysis/
  22. How do we Build a Better Sales Narrative?

  23. Why Pick You Over the Alternatives?

  24. Our Current Frameworks Weren’t Designed For This Pitch Advantages Shortcomings

    Product Walk- through Shows the product Why pick you over the alternatives? Problem / Solution More focus on Value Why pick you over the alternatives? The VISION Pitch (Old way/ New way) Investors love it Gives buyers a reason to delay a purchase Other “New Ways” exist so - why pick you over the alternatives?
  25. What would a Perfect Sales Narrative Look like? • Starts

    with our insight into the market • Discusses the Pros & Cons of different approaches • Helps a customer understand what a perfect solution for them looks like • Demonstrates how we map to that
  26. Sales Pitch Structure: Insight Alternatives Perfect Solution Value We Deliver

    How We Do It
  27. Example: Help Scout

  28. Example: Help – Product Walkthrough Here’s how you get started

    Here’s the shared inbox Here’s how this works across channels Here’s how you do assignments, prioritization Look at these workflows & integrations Blah, blah, blah, features, blah, blah, blah blah, blah, blah, blah, blah
  29. Example: elp Scout – Sales Narrative Insight Alternatives Perfect Solution

    Customer Service as a Cost Center vs a Growth Driver
  30. Example: elp Scout – Sales Narrative Insight Alternatives Perfect Solution

    Customer Service as a Cost Center vs a Growth Driver Approach Pros Cons Shared Inbox Easy Limited Service Features Traditional Help Desk Full-featured Complex cost reduction focus
  31. Example: elp Scout – Sales Narrative Insight Alternatives Perfect Solution

    Customer Service as a Cost Center vs a Growth Driver Approach Pros Cons Shared Inbox Easy Limited Service Features Traditional Help Desk Full-featured Complex cost reduction focus • Easy to use/adopt • Advanced features we grow into • Customer Experience – that drives loyalty, growth
  32. Value we Deliver How We Do It Example: elp Scout

    – Sales Narrative Easy to use/adopt • Start in minutes • Shared inbox Features/Scale grows with you • Workflow • Integrations Customer Experience • No “tickets” • Customers choose channel
  33. A good pitch starts with good Positioning

  34. A Great Sales Narrative Paints a Picture of the Market

    and Positions Your Product within it
  35. Alternatives Capabilities Value Best Fit Customers Market Category Positioning Sales

    Story The Story Maps to Our Positioning Insight Alternatives Perfect Solution Value We Deliver How We Do It
  36. Alternatives Capabilities Value Best Fit Customers Market Category The Story

    Maps to Our Positioning Insight Alternatives Perfect Solution Value We Deliver How We Do It Positioning Sales Story
  37. Alternatives Capabilities Value Best Fit Customers Market Category The Story

    Maps to Our Positioning Insight Alternatives Perfect Solution Value We Deliver How We Do It Positioning Sales Story
  38. Alternatives Capabilities Value Best Fit Customers Market Category The Story

    Maps to Our Positioning Insight Alternatives Perfect Solution Value We Deliver How We Do It Positioning Sales Story
  39. Alternatives Capabilities Value Best Fit Customers Market Category The Story

    Maps to Our Positioning Insight Alternatives Perfect Solution Value We Deliver How We Do It Positioning Sales Story
  40. Alternatives Capabilities Value Best Fit Customers Market Category The Story

    Maps to Our Positioning Insight Alternatives Perfect Solution Value We Deliver How We Do It Positioning Sales Story
  41. Example: Leveljump

  42. Example: Help Sc – Product Walkthrough Here’s how you get

    started Here’s how you set up the training Here’s how reps access the training Blah, blah, blah, features, blah, blah, blah, features, blah, blah Here’s how you track results
  43. Example: elp Scout – Sales Narrative Insight Alternatives Perfect Solution

    Every day your reps aren’t fully enabled costs you money
  44. Example: elp Scout – Sales Narrative Insight Alternatives Perfect Solution

    Every day your reps aren’t fully enabled costs you money Approach Pros Cons Shared drive Easy No good version control CMS Know who accesses what Can’t design courses Can’t measure impact Learning Management System Can set up courses Can’t measure impact
  45. Example: Help Scout – Sales Narrative Insight Alternatives Perfect Solution

    Every day your reps aren’t fully enabled costs you money 1/ Measure the impact of your onboarding with sales metrics 2/ Use metrics to improve onboarding to sell more faster Approach Pros Cons Shared drive Easy No good version control CMS Know who accesses what Can’t design courses Can’t measure impact Learning Management System Can set up courses Can’t measure impact
  46. Value we Deliver How We Do It Example: Leveljump –

    Sales Narrative Measure Impact of enablement on Sales Metrics • Track time to make quota, time to first deal, etc. Improve Onboarding to sell more faster • Take what’s working and improve on it
  47. Homework Answer these questions • What are the reasons to

    pick you over the alternatives? • What does a customer need to understand to understand your value? • Is it time to check in on your Positioning?
  48. Key Takeaways 1. Buying is hard 2. If buyers can’t

    decide, they will do nothing 3. Your Sales Narrative should answer “Why buy us over the alternatives?” 4. Positioning is a fundamental input
  49. Thanks. [email protected] @aprildunford aprildunford.com