What they bought from you based on your recommendation.
What changed for them in terms of solving the problem and just as importantly how was their condition improved?
Here's and example of a sales story
Client came to me needing a new wetsuit - said the one they had was way too restrictive and wasn't keeping them warm anymore.
WHAT YOU DID TO FIX IT
Based on the amount of surfing they did I suggested a new release wetsuit we carry which uses an ultra stretchy lightweight material.
WHAT HAPPENED and HOW THEIR LIFE CHANGED AS A RESULT
I saw them a week later at the beach and they said that by comparison the new wetsuit was so light and flexible and warm they said it literally felt like they were surfing in the nude. (as a side note some wetsuits really are
that good :)
Here's a few reasons why doing this exercise on your own is a great idea...
-It's gets your team back in touch with the true value of your product and in ding so can literally restore confidence in the product and the brand.
-The story can be used by anyone in your organisation in the selling process
-You can use it as a testimonial with the clients permission of course
You can insert a story into a sales presentation simply by saying... "this reminds me of a guy that came to see me last week who....
They great thing about inserting your story into a sales presentation especially when you are starting a relationship with a new client is that it literally bi-passes the critical part of the brain in the listener which typically is on high alert when you are talking to someone for the first time.
This is a simple idea I know but it is deadly effective and I urge you to give it a crack either on your own or with your team today.
Take care of yourself and the ones you love.