Take a lesson from Hollywood. Give your stories interesting characters and dialogue, plus a dramatic lesson that your prospects can relate to. Don’t say, “Certain companies have used our software.” Don’t even say, “IBM has used our software.” Instead, say, “Joe Smith at IBM said to me, ‘If we don’t increase sales turnover by 20%, we want make our projections’. We guaranteed them they could if they used our software. Six months later, Joe called and said, ‘You guys saved us.'”
If you are pitching a product that hasn’t been built yet, build a story about what it will be like for someone using it.
Everything else being equal, you’re way ahead of any and all your competition when your prospects relate to you, like you, and trust you.
Source: Patricia Fripp.
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