Andy NearyI help insurance professionals turn brand awareness into business growth.

Giving Memorable Sales Presentations 2

3 Jan 2022 · 1 min

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Andy Neary breaks down a four-step storytelling framework for sales pitches: identify the prospect's goal, define success, name their challenge, and position yourself as the guide. The key is making the prospect the hero of the story, not yourself or your agency.

A story goes like this. There is a hero who has a goal but has a challenge that is causing them to fail. And therefore, they need a guide with a plan to help them have success. Go watch any movie. I just ruined every movie for you. Because that's the plot they all follow.
So if you ask those four questions, what did we just get? We got their goal. What would success look like? The challenge, the problem, and their current failure. You just got four very important pieces.
Of their story.
Now, the most important thing to remember is the prospect is always the hero of the story, not you and your agency. And this is where we go wrong. Because when we get into the proposal, who do we pit as the hero? I ourselves. You got to pit the prospect as the hero. So when you get in, if you've got the answers to those four questions and you know what their goal is, you know what it would mean to get there, you know what their challenge is and how they're failing today, you have one job. At that point, how does our or my solution.
Fit into their story?