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

#sales secret: tell your prospect’s story, not yours. #marketing #insurance #insuranceagent

22 Mar 2023 · 1 min

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Andy Neary explains a storytelling framework for sales: every prospect (like a story character) has a goal and an external problem preventing it, but the decisive barrier is an internal problem—emotional doubts and uncertainty about whether they can succeed. Prospects seek solutions when they believe a plan will help them achieve their goal and avoid failure; sales messaging should address that internal problem and use the story framework to speak to the ideal prospect.

Chapters

Every character in every story has a goal, but they have a problem keeping them from achieving the goal. And there's a deeper internal problem that's really, really impacting them, you know, emotionally. Their doubts, their uncertainty. And when they have that uncertainty that they can actually solve their problem and achieve their goal, that's when they come looking for you. Because you have a plan, you have a solution that's going to help them have success and avoid failure. That's storytelling thousands of years old. So what are you saying to them? How are you using that story framework to talk to your ideal prospect?