Don’t start by talking about anything to do with you or your business.Instead, name the undeniable shift in the world that creates both (a) a huge opportunity and (b) an incredible sense of urgency for your prospect. Now you’ve instantly got them intrigued.

#1. Name a Big, Relevant Change in the World

Now it’s time to demonstrate how the change you’ve mentioned from Step #1 will create winners and losers.To do this, you have to show that:<ul><li>Adapting to the change will result in the prospect being a winner - e.g. long-term growth and success</li><li>Failing to do so will result in the prospect being a loser - e.g. stagnating growth or going out of business</li></ul>Make it clear that winners adopt the services your business provides.

#2. Show There’ll Be Winners and Losers

Keep resisting the urge to start talking about the details of your service.Instead, present a high-level vision of the successful end state that your service will help the prospect achieve - e.g. ‘The Promised Land’.The Promised Land should be highly desirable and also incredibly difficult for the prospect to achieve without outside help - your help.

#3. Tease the Promised Land

Now, it’s finally time to introduce your product or service.When you introduce your product or service, position its capabilities as a set of “magic gifts” that will help your prospect reach The Promised Land.Make it clear that it will be very difficult - maybe even impossible - to reach The Promised Land without these “magic gifts” (your product or service).

#4. Introduce Features as “Magic Gifts” for Overcoming Obstacles

Now it’s time to hit them with your best customer success story / case study / client testimonial.The customer success story should highlight the many obstacles you helped them to overcome, and the stormy waters you helped them to navigate to successfully reach The Promised Land.Keep it short and punchy.

#5. Present Evidence that You Can Make the Story Come True

Of course, successful sales rarely happen solely as the result of a great deck.To stand an even greater chance of success, try and get the entire company aligned to, engaged with, and supportive of your new sales narrative.Congratulations - you have just achieved sales nirvana.

Bonus Tip!

These tips can help us all win at sales - something which is essential to every business.

A few months ago, my friend Tim took a new sales job at a Series C tech company that had raised over $60 million from A-list investors. He’s one of the best salespeople I know, but soon after…

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Marketing & Sales

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Entrepreneurship

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Business

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Startups

The 5 Elements of a Brilliant Sales Narrative

Here’s an important marketing lesson:It takes courage to say what others are thinking but are too afraid to say.An excellent way to gain respect from those in your target audience and to start building a tribe is by saying the tough things, communicating the unpopular opinions, and challenging the status quo.Not only is doing so brave, but you’ll be doing your personal brand and your business a huge favour by making them more memorable.Fence sitting is boring and unmemorable. Playing it safe is dull and forgettable.Take a stand. Be bold. Be memorable.

Be Bold. Be Memorable.

I’m CEO of Avery & Brown, a brand consultancy and marketing agency for positive-impact businesses. As a sustainable and ethical marketer, I’m motivated by the transition of marketing from being a practice synonymous with mindless consumption to one which can - and will - play a vital role in tackling the climate and ecological crises. Follow me for ideas on marketing, regenerative business and entrepreneurship. 

The 5 Elements of a Brilliant Sales Narrative

How to be bold in your marketing and the impact of doing so.

Russ Avery