Posts Tagged ‘sales conversion’

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Avoid Becoming Overwhelmed With Marketing

Wednesday, April 11th, 2012


I think the biggest problem many of us face when it comes to marketing, is that we simply get overwhelmed. There just seems to be so many moving parts that it’s easy to throw up one’s hands and say, “I give up.”

While that’s understandable, the reality is that you’re probably never going to get out of the feast-or-famine business cycles, or take your business to the level you desire, without some sort of marketing system in place.

And that word “system” is key.

The beauty of having a system is that once you set it up, then you can largely let it run on autopilot. But, (you knew there was a “but” coming) that doesn’t completely address the issue of how to set up your system without getting overwhelmed. Let me try to help-and keep in mind I’m a passionate believer in “simple” vs “complex”.

The Don’t-Get-Overwhelmed-With-Marketing approach starts with a simple philosophy; “Never sell to strangers.” What I mean by this is to focus on building relationships first, and only sell to people with whom you already have a relationship. Fortunately, setting up a system to do precisely just that is straight-forward.

There are 3 components, and you need to do these in order. (Please resist the temptation to worry/focus on step 3 before you do steps 1 & 2.)

Step 1: Go to your website. Is there a great “hooky” offer of free information that is prominently advertised on the page? (And no, I’m not talking about a “sign up for our newsletter” box.) This is the crucial step #1. According to those who track such things, up to 96% of visitors who come to your site, aren’t ready to buy or contact you for more information. That means that if you don’t offer this great “hooky’ free offer, you don’t have a chance of building a relationship with people who have a small amount of interest in you. (And if you do step #2 right, you’ll convert a whole lot of these idle prospects into paying clients.)

So the first thing you need to do is create that great free offer. (Remember “HOOKY” topics-not “Here’s what we do”. There’s a big difference.)

Step 2: Create great messages that you send after people request the free offer. Nope, this isn’t a newsletter (although you can certainly supplement the personal messages with a newsletter). You want to have your drip messages have a tone of intimacy as if they are being written to a single individual (even though they may be sent out to dozens, hundreds or even thousands of people over time). This is crucial regardless of whether you’re selling b2b or b2c. Building the emotional connection is key and it’s these messages that will do just that for you.

Step 3: Now (and only after steps 1&2 are done-to beat a dead horse) focus on driving traffic to the page. There are lots and lots of options: SEO, paid advertising on google, facebook, linked in, article marketing, videos, slideshare, direct mail, speaking…the list goes on and on.

Although people tend to focus and obsess on traffic, it’s really steps 1 & 2 that are the most crucial.

Once you have this system in place (the hooky free offer and the drip marketing sequence) now you are in a position where you can put as much-or little-marketing muscle into getting people to the site. What you finally have is a SYSTEM. And guess what…?

That feeling of being overwhelmed just goes away.

Now, if you’d like some personal guidance on how to do this I’d recommend my coaching program.

Alternatively, if you’d like for us to create your hooky free offer, write all your emails, send them out, create the “eye-catching” ad for your website, well no big surprise, I can do that for you as well. Information about that is HERE.

Thanks and talk soon,
Mark

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How To Persuade Others

Monday, September 12th, 2011


The key to persuading others (and converting prospects into clients) is to understand their mindset.

Here are some basic questions you’ll want to make sure you know the answers to about your clients, that will dramatically help you be more effective in the sales and marketing process:

This video may take a few seconds to load:

The Mindset of your clients from Mark Satterfield on Vimeo.

If you’re ready to take the next step this will be of interest.

Good food for thought
Mark
PS: I’m looking for a small number of qualified individuals who can learn our marketing system to handle the overwhelming demand for our services. MORE INFO HERE

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Stealth Selling

Monday, August 15th, 2011


Without meaning to belabor the obvious, we all want to get more people to buy from us. Yet, for the vast majority of us who sell high-value services, the idea of aggressively “selling” makes us uncomfortable.

So, let me share with you today a strategy that will enable you to convert large percentages (around 85%) of your prospects into paying clients, without having to turn yourself into some sort of hyper-sales type.

But, before I share that, I think a bit of background will be helpful.

Keep in mind, that it’s my belief that most of us make marketing way-too-complicated. (I know for many years I was very guilty of that.)

Remember, a highly effective marketing system really only has two parts to it.

Part 1: Get prospects to join your list by requesting some piece of free information that you are offering. (Most effectively accomplished through a micro-site or squeeze page. You can see an example of one HERE.)

Part 2: Now that prospects are on your list, communicate with them (and that can be done via email, snail mail, personally calling them, or some combination of all three) on a regular and consistent basis.

Once you have this marketing system in place, that is targeting one of the niches you serve, you’ll discover that you never again lack new people to talk with about your services.

Which leads us to the original point of this article…how can I convert these prospects into paying clients without being salesy?

The answer is actually pretty simple.

What you don’t want to do, (and what I did for many years) is to talk-at your prospects about what you do, or the solution you offer. That’s just going to leave them cold and bored.

What do you want to do? You want to tell them stories.

Stories about the challenges others have faced, and how they overcame them.

Stories about how other solutions just didn’t quite deliver the hoped for results that were desired. (Otherwise known as preemptively striking at your competition.)

Stories about you…how you got into the business you’re in, your struggles and how you developed your own expertise. (Ultimately, clients hire you-not your company, so you want them to bond and connect with you.)

Lots and lots of other stories.

As an article in Fortune Magazine pointed out a number of years ago (more HERE), the key to selling “invisibly” is to use stories.

However…(and you knew there was going to be a “however”), there’s a problem.

Most everyone agrees that stories will help them sell better.

Unfortunately, hardly anyone prepares their stories in advance. (And when I say “prepare” I’m talking about developing stories that are specifically designed to overcome objections and move prospects from idly curious to highly motivated to do business with you.)

The reason? Since we’ve told stories all of our lives, we think we can just wing-it when we need highly effective sales stories.

Wrong.

It takes preparation.

It takes practice.

But it’s worth doing.

Especially if you want to convert large percentages of your prospects into paying clients.

Food for thought.
Mark

P.S. If you haven’t already you really should read my book on how to develop your own Unique Sales Stories. You can get it at Amazon HERE.

P.P.S. One of the things I’m really good at is working with my clients on developing their stories. Maybe I can help you. Info is HERE.

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A Sales Tool For Experts

Friday, July 22nd, 2011


One of the challenges all of us face who are experts (whether we’re financial advisors, consultants, coaches or anyone else who gets hired for their expertise) is that our prospects aren’t usually as knowledgeable about our particular topic as we are. (Which makes an enormous amount of common sense since, if they were, they probably wouldn’t be hiring us.)

Unfortunately, what this means is that it’s very easy for us to talk “over the heads” of our prospects. We don’t mean to, and most of our prospects will never let us know they really don’t understand what the heck we’re saying, but still, it’s a real issue.

I’ve had many discussions with potential candidates in which I’d hear acknowledging grunts as I rambled on about sequenced autoresponders and information product up-sell strategies, without ever realizing that I’d left the poor person in the dust several minutes ago. Obviously, if prospects don’t understand what we’re communicating, the odds of them hiring us are usually between the proverbial slim and none.

But there’s an additional danger that we need to be cognizant of once we recognize this challenge. We don’t want to overcompensate and start talking down to our prospects. Not surprisingly they’ll take that as condescension, which is even worse than talking over their heads.

Fortunately the solution is simple.

Make sure that you’re using a lot of examples that illustrate the point you’re trying to make. It’s one thing for to say “Then we set up a sequenced autoresponder system that will enable you to put your communication on autopilot.” That assumes the person I’m speaking with knows what a “sequenced autoresponder” is.

I’d do a better job of bringing the benefits to life if I provide an example or story.

Such as…”I was working with a client in your industry who, like you, realized they needed to do a better job of staying in touch with prospects. What we set up was a system that automatically sent out messages in a pre-programmed sequence.

For example, the day after they requested the free report, they’d get an email with the subject line ‘Did you get it?”. It would include another copy of the link to get the free report and show that we were really interested in making sure the prospect got the information. A couple of days later the person would get an email titled “I’d love some feedback on the report”. As one might guess, asking for feedback is a great way to start building a relationship.

As a result of setting up these automated messages, this client increased his overall conversion rate from 5% to over 25%. You can imagine the impact that had on his bottom line.”

By using examples (or stories), we increase the likelihood that our prospects will be able to visualize the benefits that we offer. As anyone who has been successful in selling services will attest, “visualization” is crucial for converting prospects into actual paying clients.

Food for thought

PS: If you haven’t already you really should read my book on creating great sales stories. You can order it HERE

PPS: If you’d like to personally work with me to develop your marketing campaign but my Platinum program is outside your budget, here’s what you might consider. INFO

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Advanced Client Conversion Secret

Monday, May 23rd, 2011


Now that you’ve gotten a new prospect to opt-in, what’s next?

It’s important to remember that successful marketing is all about having a system. Each step in the process leads to the next one. Unfortunately, there is sometimes a tendency to forget the “end goal”, and as a result, we don’t get the amount of new business that we want and need.

Here’s a common example.

Once someone has become a subscriber by requesting your free report or other offer, many people think the next step is to just “stay in touch.”

They’re sort-of right.

Obviously, we want to stay in touch. But, staying in touch, just for the sake of staying in touch, doesn’t actually get us new business. Sure, there will be a few people on your list who will become clients just because you remained visible, but realistically you’ll never get the results you want if you take this passive approach.

So here’s what I suggest you do.

Think about what’s the ideal “next step” in your client attraction system. For many of us it would be either a face-to-face or telephone conversation-the classic “initial free consultation”. Thus, that’s what we want to be driving people to do.

But it’s not as simple as just saying, “Call me now for your free consultation.” We’ve got to sell the benefits of why they should do this. And the most effective way to do that, is by setting up a one-page micro-site that’s devoted to this next step in the system.

You can see an example here.

Here’s a quick tip…One way of making this an effective page is to list the questions that people typically ask (and that you’ll answer) during the consultation. This is similar to a FAQ (Frequently Asked Questions) page on your website, without the answers.

The page has a sign up box that enables people to request their free consultation. That information goes automatically into your autoresponder system when they fill out the form. (The one I recommend is here).

Now, this next step is important…

Once someone signs up for the consultation, the autoresponder sends them a message thanking them and asking them to answer 3 or 4 questions. That will enable you to determine who’s serious, and who’s just signing up because it “seemed like a good idea at the moment.”

If you use a good Natural Sales Closing presentation, you should be able to convert 85% of those who you talk with, into paying clients.

Hope this helps. Talk with you soon
Mark
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Staying In Touch With Prospective Clients

Saturday, April 30th, 2011


When marketing services you need to focus on both how to get prospective clients interested in what you have to offer, and then how to convert them into paying clients.

However, how often to stay in touch is a tricky question. Too frequently and you become a pest. Not often enough, and people forget who you are. This video shares some guidelines you’ll find helpful.

As a reminder…this make take a few seconds to actually begin running.

Staying In Touch With Prospects from Mark Satterfield on Vimeo.

Ready To Take The Next Step? That Information is HERE.

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A Very Common Trap We All Fall Into

Wednesday, January 26th, 2011


Although I started Gentle Rain back in 1992, I still find myself falling into this trap.

Perhaps you do too.

Introducing my “solution” far too early in the sales & marketing sequence.

It’s a trap all of us who are experts in our field tend to fall victim to. And it’s easy to see why.

After all, we know how great our services are. We know the benefits that others will receive.

So at the very first sign that the prospect has a problem that we can solve, what do we do?

Unfortunately, we bring out our great big “solution-bat” and starting whacking the poop out of the poor person.

And then we’re amazed when the prospect doesn’t immediately grasp the benefits, and sign up as a client.

But, if we analyze the conversation (and this same issue holds true with lead generation marketing as well) we realize that we really didn’t invest the time necessary to truly understand their problems…their needs…their desires.

Nope, we burn right through that stage since we’re pretty sure we “know” what those problems, needs and desires are. (And to make it even more challenging, we’re usually right in our understanding-at least in a general sense.)

However, what we keep forgetting (and I’m as guilty of this as anyone) is that allowing our prospect to articulate their own problems, needs and desires has two critical benefits.

First, we’re demonstrating that we are truly interested in their situation. Blow past that, and we send precisely the wrong message.

But the second reason is even more important.

Investing time in learning about these issues enables us to “link” our solution with their problems, needs and desires.

Here’s something I’ve learned over the years…

If we can’t link our solution to what they just told us (using the same phrasing that they used) the true benefit of what we offer won’t be readily apparent to them.

But this takes time, and if you’re anything like me, you tend to get impatient.

Which means that you crash through the discover part of the discussion at warp speed.

But, every time I do that, I can pretty much guarantee that what I’ll hear is “Let me think it over.”

So what’s the solution?

Part of the answer is attitude and awareness.

But for me that only went so far. It wasn’t until I started to develop what I call “outline scripts” that I got better at this. Outline scripts are most helpful for slowing me down and making sure I don’t introduce my solution too early in the process. They make sure I’m asking the questions that need to be asked, before I start talking about my solution.

Blatant Pitch: Working with clients to develop outline scripts and practice their one-on-one consultative selling skills, is just one of the benefits of my Gentle Rain coaching program. You can learn more HERE:

If you’re hearing a lot of “let me think about it” from prospective clients, the issue may be that you’re introducing your solution too early in the process.

Certainly something to think about.

Talk with you soon-and please feel free to pass this article along to others who you think might find it helpful. Thanks,
Mark
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The Most Watched Business Speech Of All Time

Monday, August 9th, 2010


Last night I re-watched what I (and many others) consider to be one of the best speeches given by a business executive in the past 10 years.

Can you guess whom I’m referring to?

Ironically, it was a commencement speech given by one of the world’s foremost business visionaries-who never actually graduated from college.

It started this way.

“Thank you. I’m honored to be with you today for your commencement from one of the finest universities in the world. Truth be told, I never graduated from college and this is the closest I’ve ever gotten to a college graduation.

Today I want to tell you three stories from my life. That’s it. No big deal. Just three stories. The first story is about connecting the dots…”

It’s been viewed over 2.4 million times and is the only commencement speech to actually go viral. But most importantly it’s a model that all of us can learn from who aspire to gain greater attention for our marketing messages, motivate others or simply differentiate ourselves from the over-increasing hordes of competition.

You may have guessed that the speech I’m referring to is one given by Steve Jobs at Stanford University’s commencement exercises.

What made this speech so powerful? A large part of it is what Job’s said in the very beginning, “Today I want to tell you three stories from my life. That’s it. No big deal. Just three stories.”

A friend of mine who was there later told me that you could visibly see the audience’s level of attention increase as Jobs spoke those words.

Intellectually most of us know that if we want to get attention or persuade and motivate others, using stories is by far the most effective tool we have.

But do we really do it?

Unfortunately the answer is usually, “No”

A quick case in point.

I was in a meeting last week with a top senior sales executive for one of the largest financial services companies in the world. I was there to talk about my sales training program Unique Sales Stories: How To Get More Referrals, Differentiate Yourself From the Competition & Close More Sales Through Storytelling.

I could tell that Mr. Williams (he asked that I not use his real name although he did hire me to conduct the program for reasons that will be apparent in a moment), agreed wholeheartedly about the “concept” of using stories to more effectively develop relationships and close sales.

I could also tell that he thought his sales team:
1) Already knew how to tell stories, and…
2) Were doing a good job of it.

I could tell this because…well, he told me so.

Anyway, playing a hunch, I asked Mr. Williams if he would spare 2 more minutes and walk with me out on the sales floor. Humoring me, he agreed.

We walked past the desks of over 2 dozen financial advisors, all on the phone, all pitching their services. We’d stop periodically and eavesdrop.

Guess what we heard-or more specifically what we didn’t hear?

Not a single story.

Lots of facts. Lots of features. Lots of…noise. But not a single story that would enable prospects and clients to visualize the benefits these advisors were offering.

I’m sure you get my point.

There’s a world of difference between intellectually knowing something and actually doing it. Even more importantly…as I suggested to Mr. Williams, there is a huge difference between knowing what you should be doing and actually how to do it.

Which is why Mr. Williams is now a client.

But let me go back to Steve Jobs’ speech for a moment. After I watched the speech again I got curious. I’m a big fan (in fact I’m likely to be the only person you’ll ever meet who actually has never used a PC), but I was curious about something.

Does Steve Jobs wing it when he gives a speech? I mean the guy is one gifted speech giver. It wouldn’t surprise me in the least if he did.

But apparently he doesn’t. Not by a long shot.

I had the opportunity to do some work with Apple about 15 years ago and have stayed in contact with the person who hired me. (Not a big surprise-I am the Gentle Rain guy after all.) Anyway, he had a lot of interaction with the CEO so I posed the question of whether Mr. Jobs did much preparation prior to giving a speech. He replied:

“You wouldn’t believe how much preparation goes into making these speeches look completely unrehearsed and natural. The content is excruciatingly and painstakingly reviewed to make sure the ‘points’ come across. Absolutely nothing is left to chance. The preparation and the practice is the stuff behind the scenes, that very few are aware of, that makes the end result so powerful.”

So here’s something to think about…

Stories are powerful.

Stories get you remembered.

They help you develop more brand new relationships and convert prospects into paying clients.

But knowing and agreeing with those statements is worlds apart from actually developing those unique sales stories that only you can tell.

Perhaps that is something I can help you with. Whether it is training your sales team on how to develop and deliver sales stories…to coaching you one on one…to writing a great sales story for your website…please let me know how I can assist you.

Thanks and I look forward to speaking with you soon.
Mark
mark@gentlerainmarketing.com
770-643-8566

Relevant links:
Learn more about my sales training
Let me coach you one-on-one
Need a great sales story written for you?
Steve Jobs YouTube video:
Transcript of the speech:

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How To Communicate Better With Your Target Audience

Thursday, July 22nd, 2010


I’ll admit I have a bias.

While I’m not a Luddite driving a buggy, I think that a lot of time we focus way too much on technology as the solution to our business development woes. For example, want to start a passionate conversation? Ask a group of marketers or business owners, “Does social media really work?”

“Yes it does.”
“No it doesn’t.”
“My friend Al got a big account from Facebook, so there!!!”
“I don’t care, you’re still ugly.”

On and on…missing the point. (Or a large part of the point.)

It’s not the technology…it’s not the medium…it’s WHAT you’re communicating.

People seem to forget that.

But I get asked these questions a lot…

Does email really work?
Do autoresponders really work?
Does video really work?
Does advertising really work?

And the answer is always the same…”Yes, if you communicate the right message.”

Which brings me (finally) to my point.

How can we do a better job of communicating to those we want to do business with?

This all came about as a result of an interview I read in this month’s CEO Magazine with Linda Heasley, CEO of The Limited Stores. (As an aside and to answer another question I get asked, “How do you think of things to write?” The answer is “Read lots of magazines and newspapers.” If you want my list let me know and I’ll pass it along.)

I don’t know how much you know about women’s retail (I knew next to nothing until I interviewed Les Wexner for a report I was developing for a client) but it won’t come as any great surprise when I tell you that it’s brutally competitive. Lots of “me-too” stuff, harder and harder for stores to carve out an individual niche for themselves, “branding” is extremely difficult…(sound familiar?).

But Ms. Heasley’s success in reinvigorated The Limited offers all of us a specific lesson that’s valuable.

One of the top challenge she and her team faced was how to hone in on what her target customer really wanted to buy? What really was going on in her head? To figure that out, they came up with a very simple, but highly effective solution.

They created one.

The article explains:

“The fictitious, Tyler Monroe-prototypical Limited shopper-became the touchpoint for decisions at every level of the organization. Strategic decisions were based on the answers to such questions as: What were her likes and dislikes? What type of house does she live in? What car does she drive? What appointments would be in her day planner? What does she do for fun?”

The answers to these questions then drove the answers to the next set of questions:

“How does Tyler dress? What would Tyler wear for the office? For the weekend? At a picnic? At a corporate event?”

And then ultimately the answer to…

“What marketing messages would she respond to? Which would she reject?”

Everything from buying to advertising to store layout was geared towards appealing to Tyler Monroe.

So what’s the lesson? Simple.

You need to create a prototypical client. When you create your website, write marketing copy, develop ads…it’s all done with the vision of this individual (and that’s key-it needs to be an individual) in mind.

To toot my own horn, I’m told by people who allegedly know about this stuff, that my 42% email open rate is extremely high, especially given how long some of my 25,000+ subscribers have been on my list. (For which I am very appreciative-thank you!)

I believe that a large part for why the open rate is so high is because I have a prototypical client in mind when I sit down and write to you. (It was one of the early exercises my coach and I did back a few years ago and it remains one of the most productive 2 hours I have ever spent.)

There’s a series of questions I like to ask my coaching clients to zero in on who this prototypical client is but you can probably do a decent job of creating this “character” with just some good thinking.

But the real point is this.

If you want to attract more new prospects…If you want to convert large percentages of them into paying clients…

It’s not about the latest technology.

It’s not about whether social media, direct mail or advertising work…

It’s all about WHAT you communicate.

Food for thought.

Talk with you soon.
Mark
Related Links
Need some good practical marketing advice?
Sales letters that get you more new clients
The Best Self-Study Program You’ll Ever Own

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The Death Of Boring White Papers

Wednesday, April 14th, 2010


Jason Cornish was a habitually early riser. As a result, the offices of Wakeman Industries were usually dark upon his arrival. Threading his way through the warren of cubicles, softly lit by the morning sun, Jason stopped for a brief moment outside his office.

He’d left early the previous day-the unopened and unread mail still in a pile on the edge of his assistant’s desk. With a sigh Jason picked up the bundle and began to sort through it.

As the Vice President for Human Resources for a $750 million diversified manufacturer, Jason seemed to be on the hit list for every consultant and headhunter on the eastern seaboard. It wasn’t that he didn’t use their services, in fact he was desperately in need of some specialized assistance, but finding just the right advisor was quickly becoming much harder than he anticipated.

One thing was certainly clear-he wasn’t going to find what he needed from his existing network of contacts. That track had been lapped multiple times. Thus, he’d put the word out three weeks ago that he was open to learning about new firms and experts. Since then, the trickle of white papers and reports that came across his desk had turned into a veritable tsunami.

“The problem”, thought Jason, “was the mind-numbing boredom of sorting through all this. Damn, can’t any of these consultants learn to write something that someone might actually want to read?”

He stared blank-eyed at a 37 page, embossed report with the grab-them-by-the-eyeballs title of, “The Integrated Implementation Of Leadership Values-How The World’s Most Successful Companies Achieve Superior Performance Through An Empowered Workforce.”

“Amazing”, reflected Jason, “could they get a title that was both more consulting-speak and yet more boringly generic? There’s got to be a real art to that. I wonder if they teach that at Harvard.”

Jason put down the report with a sigh and glanced at the pile in front of him. Something got his eye. Yes, it was another white paper, but there was something about this that caused him to pause. Perhaps it was the first sentence. It read:

“They all look the same to me” thundered Mike Sullivan to his assistant, “How in the world do they expect me to decide who to hire if they all sound, look and read the same?”

Jason reached over and picked up the report. “Now this is different”, he thought, as he settled back in his chair and began to read.

It’s estimated that less than 10% of business books that are purchased are actually ever read. If business books that someone actually pays money for are so seldom read, how small is the readership of white papers and free reports? And more importantly, how can we increase that percentage?

To find an answer we conducted an admittedly non-scientific study. Two follow up surveys to people who had requested two different free report. Let’s see how many of the reports actually got read and if anyone remembers anything about them. Although the two companies that agreed to participate in our non-scientific study offered different services, they were both in the human resources consulting field.

Off we went to see what we could learn.

In the first study we enlisted the services of a call center and placed calls to 275 people who had requested our client’s free report. We reached 195. The rest didn’t respond to repeated voice mail messages although we stated the purpose of the call. Despite positioning the call as “research”, it’s fair to guess that some percentage of them thought this was just a disguised sales pitch.

Of the 195 we talked with, a meager 23 said that they had actually read the report. Follow up questions made it clear that an additional 60% had started to read the report, but quickly gave up. That turns out to be a very significant statistic.

The subject of the report we were tracking discussed 7 mistakes that executives commonly made concerning a particular business problem. We asked the 23 who said they read the report to name 4 of the mistakes. How about 2? One? To their credit 75% of those we spoke with were able to name one mistake.

Admittedly many of these mistakes were somewhat “blinding grasps of the obvious” so it’s hard to determine whether they knew the answer as a result of reading the report, or whether it was knowledge they already had. Still, given the amount of work that this company had put into writing and producing the report, these results were sobering.

On we went to our second survey.

Our sample was slightly smaller, consisting of 226 people who requested the report. However, 101 people agreed to speak with us. Again the report’s message focused on mistakes executives made around a particular business issue. When we asked a series of similar “recall” questions, an impressive 65% could name 3 or more of them.

Obviously the second report resonated to a far greater extent than the first one. Even more importantly, the message from the second report was remembered and retained.

So what was the difference? I imagine you can guess the answer. In much the same way as our lead character Jason Cornish, introduced in the beginning of this chapter, was drawn to one of the white papers that sat on this desk-so too were our survey participants drawn to one report and not the other.

The simple difference? One conveyed facts. The other told a story.

Certainly something to think about.
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Need a Unique Sales Story that differentiates you from your competition? Send an email to mark@gentlerainmarketing.com and we’ll set up a time to talk. Please reference this blog post. Thanks!

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