Sell Value & Differentiate Your Product With Insight Scenarios — Part #1

Tell Stories That Lead Buyers to the Value You Offer, so They Discover It for Themselves

Credit to Author

“Humans have told insight scenario stories visually for 100,000 years, orally for 10,000 years and in writing for 6,000 years.”

Insights, Not Product Details

In sales in the past, buyers relied on salespeople for the information they needed to make intelligent purchase decisions. Now, thanks to the Internet, buyers can easily research alternative products and services and compare prices. Today’s buyers rarely deal with salespeople until they have progressed through 60% of the sales cycle. The tendency of buyers is to commoditize B2B products and services and to insist on discounts from sellers. Buyers do not want salespeople who “show up and throw up” litanies of features and benefits, or who irritate them with 20 questions. Buyers seek useful insights that enable them to make solid purchase decisions. They “do not have the time or expertise” to understand the best options. They find it difficult to filter and make sense of the overwhelming amount of information on the Internet. Buyers can’t determine the “generic value” of particular products or services. Many don’t purchase or they purchase based…