Using reference stories may be one of the most underutilized, yet most powerful, methods to sell to your customer. Good companies will provide you a host of resources to help you sell your product. These include sell sheets, brochures, value propositions, data, publications, PowerPoint presentations, etc. The list goes on and on. However, they seldom provide you with powerful reference stories. That’s because these stories are often personal and something you hear from happy customers when conducting discovery out in the field.
Reference stories are so powerful because they are relatable to your customer. Unlike case studies and publications, these stories are personal in how your product created value for another customer, often one that the customer you are now selling to may know! In this free newsletter, I will cover the impact reference stories can have, the customer psychology behind why they work, and how to start building your own bank of stories. If you are a Premier subscriber, I will go a layer deeper in a separate newsletter and provide you a streamlined template that you can use to create and deliver an impactful and effective reference story.