![]() Present evidence that you can make this story come true.Introduce features as magic gifts that overcome obstacles to that promised land.Show how there will be winners and losers.Name a big relevant change in the world.Here's a brief summary of the 5 key points of the story it told. You've probably already come across the " Greatest sales deck ever made". What is an example of a great story deck? See how Uberflip used "The Greatest Sales Deck Ever" Read more on how great pitches start with change here. Put your solution to their problem in a story line that compels them to act. It's a little brutal but proves the point. Luke only chose to go on the trip after they killed his uncle and aunt and changed his world. "In Star Wars Luke whines about wanting to be a pilot and have adventures yet when Obi-Wan offers him the opportunity to do exactly that, Luke demurs and says 'I can’t get involved'” Why do you need a compelling story? Because Obi-Wan FAILED to sell the trip to Luke SkywalkerĮven when people say they want something they don't really commit. If we've got our positioning right then it's time to work on our story telling. You communicate effectively via story telling. When you already know how your product solves a problem for your market you can focus on communicating effectively. These are inputs to a narrative - you literally can't write a story until we know who the heroes and villains are 2/"Ī sales narrative is a story you write for the market you're already sure about. Positioning defines who your product is best suited for, what the alternative solutions are, what value the product delivers for customers. I don't see these as competing things - I think one is an input to the other. "I read an article today that was trying to equate narrative development and positioning. How is positioning different to a sales narrative?Īpril Dunford wrote the modern book on positioning and is best qualified to answer:īelow are the first two tweets from her twitter thread on narrative vs positioning. Read 10 companies show your their market positioning strategy. Positioning is something we consider as we build new products or change direction with an existing product to find a better market. Find a market frame that helps those strengths stand out.Find out exactly who cares about them a lot.List the real value of each of those attributes to those customers.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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