Written by: Vickie Sullivan | September 10, 2019
How Buyers Evaluate You
Many of you know that stories are a potent tool. To help you with your stories, Media Insider published an article about the structure of storytelling, which is helpful for both seasoned storytellers and those of us who do well by default.
In the article, direct your attention to the fourth paragraph, specifically the opening sentence:“When your targets can see themselves … they then have context with which to evaluate your brand.” Very true, context is important. And… too many people stop there. If we all describe the same world, how does anyone stand out? They don’t. (A current culprit: all the info about “uncertainty” out there.)
Front-runners don’t just create the context for favorable comparison. That’s the opening gambit. They influence the assessment. They know there are many good options out there, and they are positioned to be the bestoption. That subtle but real difference is a game changer.
Listen: Two Ways to Change the Evaluation
Buyers come with preconceived notions about three things: what they need, what’s out there to help, and what’s it gonna take. If your stories, sales conversations, or whatever tactic you use appeal to that, then you will get past the initial round of consideration.
The real competition begins when you are in direct competition with other top options. If you don’t change the equation by then, it’s too late. That is why buyers decide on price—because any option will work.
So, the next time you tell a story about a client, ask yourself this: How does this change the buyer’s comparison? Does this add a new criterion or make one less important? When the buyer adopts your standards, you become the one to beat.
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