Sales isn’t what it used to be. Prospects are more overwhelmed than ever
They’re pulled in a dozen different directions at any time, challenging
them to actually get anything done.
They don’t have time to listen to a sales pitch, even if they know they
need to make a change.
That’s the basis for Jill Konrath’s new book, SNAP Selling.
Since reading Jill’s first book, Selling to Big Companies, I’ve been a
fan. I even interviewed her for my book, Stories That Sell.
Unlike many sales gurus, she focuses on buyers’ mindsets and how to work
In SNAP Selling, Jill introduces four factors that need to be at the
forefront of sales reps’ mind when working with crazy-busy people – those
with "Frazzled Customer Syndrome."
Today’s prospects evaulate you on these four criteria, which Konrath calls
Simple: Your ability to eliminate complexity an... (more)
If you heard that a certain type of fox is endangered, would you be moved to
How about if you heard that a mama fox was trying to keep herself and her
litter safe as their forest disappears?
Now that's different. There's a story there with actual individuals being
Such was the storyline for a campaign by Environmental Defense Fund (EDF),
which told a universal tale of survival to communicate about the kit fox
problem in Northern California.
Information in the context of a story is dramatically more compelling than
straight facts. Yet, many nonprofits fail to tell... (more)
Several times a week, an appeal for funds from a charity (or alma mater)
arrives in my mailbox or inbox. The same organizations contact me over and
It’s annoying, but if they don’t ask for contributions, they usually
don’t get them.
That’s just how it works. We have too much going through our heads. If
you’re in an asking position, you have to be in the audience’s line of
sight often if you hope to get a response.
The same goes for the quest for case study or success story candidates and
reference customers. Marketing and reference managers are constantly looking
for ste... (more)
If asked, will customers submit themselves as possible case study or success
From consumer-products companies to B2B to nonprofit organizations, many now
actively solicit stories with self-service “Share Your Story” links on
their Web sites. Apple created a link for this soon after the release of its
wildly popular iPhone. FileMaker software includes a link to “Tell us your
Girl Scouts of the USA asks former members to share their experiences for its
alumnae program. And Toyota Motor Sales gather owners' stories and gets usage
permission through an o... (more)
I have a not-quite-two-year-old, and thus, spend a lot of time reading
nursery rhymes and fairly tales.
Most of these catchy or intriguing little stories pre-date our
great-great-grandparents, but the lessons are still valid today.
Take the story of the Ugly Duckling, a tale released by Hans Christian
Andersen in 1843. The ugly duckling, which was mocked when young, grew up to
be the most beautiful swan of them all.
In the case study world, non-public customer stories are perceived as an ugly
duckling of what we do. When you can't post it on your website, spin it into
a pr... (more)