Sales Coaching Tip – Gaining Greater Interest in Client Success Stories

Sales Coaching Tip – Gaining Greater Prospect Interest in Client Success Stories

Client success stories can be one of your salespeople’s most powerful sales tools. The effectiveness of those stories is impacted by what they say before they share a story.

When coaching your team members on their client story development, be sure to spend some time focused on what they ask before they share a client success story.

You can help your team make their client success stories more engaging by:

1. Double-checking that your salespeople asked enough discovery questions to ensure the client success story they shared was relevant

As you know, the discovery questions salespeople ask before they share any information act as the homing device for the remainder of their sales conversation. If they don’t ask effective or enough sales questions, the client success story they share might not speak to their issues.

Many sales managers miss coaching this essential step in their team members’ sales conversations. When coaching your salespeople, double-check that they did indeed ask effective and enough sales questions to be able to effectively, concisely and smoothly match the story they share to the prospect’s issue(s).

2. Ensuring your salespeople are asking a story engagement question before they tell a client success story

Story engagement questions help your team members transition their sales conversations from the part when prospects finish sharing their issues to when your salespeople share a client success story, where they helped the client overcome a similar issue.

Your salespeople might ask a story engagement question like, “I have a client who had a similar challenge. Would you like me to share how they solved their issue?” before they share a client success story to increase the engagement of their prospects.

3. Helping your salespeople polish the questions they are asking before they share their client success stories

Sales coaching is all about helping your salespeople improve what they ask and say during their sales conversations. This means your sales coaching sessions will include fine-tuning what they ask to their prospects.

You might help your salespeople with either their discover questions or their story engagement questions. For example, a team member who is looking to find a more natural way to ask his story engagement question might decide that the following works better for him than the earlier one: “I have a client who was dealing with similar issues to what you’re describing. Would you like me to share how together we resolved their problems?”

By coaching your team to ask better discover and story engagement questions, you ensure your team members’ prospects are interested in hearing the stories your salespeople share.

Do your team members typically ask a question before they share their client success stories?
What are you going to ask your team members to discover what they say before they share their client success stories?
What are you going to do to help them better engage prospects in their client story telling?

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