Stop Pitching Your Product: Use Customer Stories to Win More Sales | Brent Keltner

Send us Fan MailBuyers do not need another presentation containing everything your product can do.They need help identifying the one or two problems that matter most and evidence that you have helped someone like them solve those problems before.In this episode, Peter Boolkah speaks with Brent Keltner, president of Winalytics and author of The Revenue Acceleration Playbook, about replacing product-heavy sales pitches with customer stories, buyer-defined success and more focused sales conversations.Brent explains why statements from a salesperson often create resistance, while relevant stories about a customer’s experience can move the conversation from “buyer versus seller” towards two parties solving a shared problem.You’ll discover:Why product-heavy selling is becoming less effectiveHow to uncover the customer success stories already inside your businessThe questions to ask during a customer-success interviewHow customer conversations can generate introductions and referralsWhy making the customer the hero creates a more authentic referralHow customer-success teams can uncover renewals, expansion and upsell opportunitiesWhy broad referral questions are difficult for customers to answerHow to build a focused customer success statementWhy excessive product information can lengthen the buying processHow multiple stakeholders complicate B2B purchasing decisionsWhy salespeople increasingly need to operate as trusted advisersHow playbooks, coaching and practice turn good sales ideas into repeatable behaviourThe goal is not simply to tell a more entertaining story. It is to create a sales system that helps buyers define value for themselves and gives the entire sales team a more credible way to communicate that value.ABOUT BRENT KELTNERBrent Keltner, PhD, is president of Winalytics and the creator of its Journey First Growth methodology. He is the author of The Revenue Acceleration Playbook and Journey First Marketing.Before Winalytics, Brent spent a decade leading revenue teams and ten years as a social scientist at Stanford University and the RAND Corporation.CONNECT WITH BRENT KELTNERWebsite: https://winalytics.comBook: https://winalytics.com/our-book/LinkedIn: https://www.linkedin.com/in/bkeltnerCONNECT WITH PETER BOOLKAHWebsite: https://www.boolkah.comLinkedIn: https://www.linkedin.com/in/boolkahInstagram: https://www.instagram.com/pboolkah/Facebook: https://www.facebook.com/BoolkahX: https://twitter.com/boolkahABOUT PETER BOOLKAHPeter Boolkah is a business coach, author and speaker who has spent more than 20 years helping business owners build stronger, more valuable businesses that do not depend on them for everything.He is the creator of The Hamster Wheel Trap® and author of Your Business Sucks: Build a Business That Works Without Destroying Your Life.Peter works with founders and leadership teams on the issues that ultimately determine whether a business creates freedom or becomes another job: leadership, founder dependency, people, profit, execution, scaling, exit readiness and enterprise value.His approach is direct, practical and built around one simple question:Do you own the business, or does the business own you?Learn more at https://www.boolkah.com