Blog

6 things you should do if you just lost your biggest customer

“I just lost my biggest customer. What should I do now?” Some companies survive month-to-month on the relationship of just a handful of customers. Worse, some businesses survive in great part because of only one customer. Many sales reps live...

Sometimes things are too good to be true — maybe there’s an opportunity

I received an offer in the mail a while ago that looked great! Maybe too great. That’s the problem, it’s too good be true. Where’s the small print? I know somewhere in here there’s a catch. Why do I feel...

Core Story: How advantages fit into the benefit discussion

Advantages are often confused with benefits in marketing and sales communication — mucking-up a core story. As salespeople, we too often tout advantages as the reason to buy from us — a big mistake. Advantages are the things you can...

Core Story Example: Lead Generation Letter

One of the common questions about core stories is how they are used in sales and marketing campaigns. This post will provide an example. ======= I don’t define a core story as an end, such as a presentation, white paper...

Core Story: An example of a company with the wrong message

Leaving the post office not long ago, I picked-up a flyer from a local business — a party and event company that supplies everything for a celebration including balloons, tents, lighting, and catering services. How do I know this? It...

Core Story Whiteboard

The image above is a pic I took of my whiteboard yesterday following a conversation with a colleague — we were discussing core stories and their affect on marketing and sales efforts. The board holds the notes I wrote while...

Core Story: 12 common reasons to believe

Reason to believe is a huge part of a compelling core story, it’s the reason a prospect feels secure becoming a customer. Reason to believe is a form of proof the benefit you offer is real and the price is...

Core Story: Meaningful difference makes a big difference

Difference empowers your core story because it makes it uniquely yours. It ties the things you do directly to the benefit your customer purchases. It starts the process of creating an orange to compare to the apples your competitors offer....

Core Story: How features and functionality create reason to believe

Features and functionality have a key role in your core story, but you have to position them to realize their selling power. And there’s a cautionary piece when talking about them that can jeopardize your sales process. The danger is...

Trust me

Isn’t trust the foundation of every relationship? Think about it. For every relationship we value — spouse, friend, family — trust is at the core. We trust they will support us and act in our interest. We trust they’ll take...