Written by Thomas Norris
Turning References into Compelling Sales Collateral
Salespeople are always looking for ways to gain an edge on the competition. In the age of online reviews and customer feedback, one of the most powerful tools salespeople can use to attract new business is customer references. By leveraging customer references, salespeople can create compelling sales collateral that will help them land more deals.
But turning references into compelling sales collateral isn’t always easy. Here are some tips to help you get started:
Start with a Story
When it comes to customer references, storytelling is key. Rather than simply listing out facts and figures, try to tell a story that will draw in your prospects. Start with a compelling opening that describes the situation your customer was in and how you helped them solve their problem. Then, provide details about the process you used to help them achieve their goal. By weaving a story around your customer’s experience, you’ll be able to create a more compelling sales collateral.
Make it Visual
The human brain is hardwired to respond to visual information. That’s why it’s so important to incorporate visuals into your sales collateral. Whether it’s a graph or chart that shows the results of a customer case study or a video of your customer talking about their experience, visuals can help bring your story to life.
Focus on Benefits
When you’re creating customer references, it’s important to focus on the benefits they can offer your prospects. Rather than just listing out facts and figures, try to explain why your product or service is beneficial to your prospects. For example, if your customer saw an increase in sales, explain why this is important for other businesses in the same industry. By helping your prospects understand the benefits, you’ll be able to create more compelling sales collateral.
Highlight Different Use Cases
One of the most powerful ways to create compelling sales collateral is to highlight different use cases for your product or service. By showing prospects how your product or service can be used in different situations, you’ll be able to demonstrate its versatility and appeal to a broader audience. For example, if you’re selling software, you could highlight how it’s been used in different industries.
Make it Accessible
When you’re creating customer references, it’s important to make them accessible to everyone. That means creating sales collateral that’s easy to understand and share. Try to keep the language simple and avoid using jargon or technical terms. Additionally, make sure your sales collateral is easy to find and share. If you’re using a website or blog, create a dedicated page for customer references. If you’re using social media, create a hashtag or link that prospects can use to find your customer references.
Ask for Feedback
Finally, don’t forget to ask for feedback from your customers. By asking your customers for their feedback, you’ll be able to create more accurate and compelling sales collateral. Additionally, you can use this feedback to refine your sales process and ensure that your customer references are as useful and accurate as possible.
Creating customer references can be a powerful way to attract new business and stand out from the competition. By using the tips above, you can turn customer references into compelling sales collateral that will help you land more deals. With a bit of creativity and the right approach, you can use customer references to give your sales process the edge it needs to succeed.