Selling in this day and age is more challenging and competitive than ever. As such, one of the most important things Sellers can do is to have Stories at the Ready to make sure that they can refer to them on each and every sales situation.
This is invariably a source of controversy with people as they will often say “I don’t have an Existing Customer that has the same Problem as my Current Prospect.” To which I say “Perhaps not, but you forget the 3 Major Elements in any Sale:
1. Did you form a Relationship with the Customer?
2. Did the Customer understand the Value in what they bought from you?
3. Was the Customer successful in using the Product to solve a Business Issue?
Its now always about an Exact fit of Product/Service. Reference Selling is not Just based on the Product, it is based on these 3 Elements. Prospects want to know that you address all 3 of these issues, and you are not just there to Close the Sale. It may not be an Exact Match, but Look around and see who you have previously sold to that can be Positive about these Elements about you and your company. It may not be perfect, but it will likely go a long way to shoring up your Credibility with this Prospect.
Also, consider that when you are selling, it is not just about “Can my Product help this Prospect?” It is about the Track Record you and your Company will have built up. Finally, in the early stages of a Sale, you can speak to the Customer about that Track Record in such a way that they really see that you “Get It.”
Selling is a Multi-Level Endeavor. Make sure you have answers on 3 of these: Relationship, Value, and Customer Success.
That will take you down the right path as a Seller