If you succeeded in the first four Acts, the prospect will be warmed up to you or your salesperson. In the fifth Act, it’s all about how you sell your company and enhance its appeal during the next phase of the sales process.

You’ve built a comfortable dynamic with the customer at this point. They should perceive you as trustworthy, a good listener and sincerely interested in solving their problems — someone they could do business with. 

The next step? Convincing them to buy not just you, but your company. Until now your focus has been on listening — and making sure the prospect feels heard and understood.

In Act 5, it’s time for you to start to do more of the talking. At this point, the transition will be easy. All you have to do is start by asking, “How much do you know about my company?” 

They’ll answer and you’ll respond with, “Let me cover a couple of things that I think will be important to you, okay?”

How to Tell a Company Story That Enhances Your Sales Appeal

No matter how much a customer likes you personally, if you can’t effectively share your company story the sale is as good as lost. Your company story is the main tool you have to position yourself in the marketplace relative to the competition. If you want to successfully sell your company during a sale — especially with competitors that know how to share their own compelling stories — your own story has to be good. It has to be better.

In order to be better, you have to start by making sure it answers these three questions:

  • What does your company do?
  • What’s its reputation?
  • Are we a good match?

The parts of your company story that answer the customer’s first two questions can be pretty much standardized. You already know what it does and what it’s known for. Your explanation of those things won’t change much, so you can rehearse that part of your presentation in order to fine tune it. 

Here are a few quick tips you can use to make sure your “what does it do” and “what is it known for” stories are clear:

  • Practice condensing your narrative into a concise format without sacrificing key points 
  • Employ storytelling techniques to evoke emotion and help your audience connect 
  • Encourage interaction from your audience by asking easy-to-answer questions while sharing
  • Maintain authenticity and sincerity and don’t try too hard to finesse the facts 

So… are you a good match?

As for the third question — “Are we a good match?” — you won’t be able to plan ahead. Each prospect is unique and whether they’re truly a good fit for your product or service is going to depend on everything you’ve learned leading up to this point.

In Act 5, you have to be able to improvise in order to answer that last question, but it’ll be okay because you’re ready for it. In Act 4, you were able to find your High-Yield Needs and now all that is left is aiming your company story at those needs and using your people skills to pull off its telling.

Interested in seeing how skilled your sales team is at telling your story?

Try our FREE sales skills assessment to see where they excel during the selling process — and where they could use a little help.

With 90% of senior executives failing to reach strategic goals due to poor execution, the advantage of better techniques through strategic training is undeniable.

Stay tuned to learn more about the other Acts of selling — and see how they all fit together to create a training program that delivers long-lasting success for your entire team.