Sell Value & Differentiate Your Product With Insight Scenarios — Part #2

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

Credit to Book Cover

“Because an insight scenario is about someone else, the customer does not feel attacked…that allows the customer to draw their own conclusions.”

Successful Insight Scenarios

Insight scenarios simply are stories describing how your offering solved specific problems for people in the real world. An insight scenario does not discuss features and benefits. To be successful, however, it must meet three criteria. It must be “nonconfrontational,” concrete (that is, it supplies the necessary context) and “wrapped in emotion,” which is “necessary for decision-making.”

Developing an insight scenario involves seven steps:

1. “Why?” — Understand the purpose of your insight scenario. It should dramatically spotlight value for the buyers. It should demonstrate the gap between the space where the buyers currently operate (in your scenario, this space is bad), and the space where they will operate (in your scenario, that will be very good), thanks to your product or service.
2. “Setting” — Introduce your insight scenario to the buyer…