The Audible-Ready Sales Podcast Enabling the Internal Sell
Sep 27, 2022
John Kaplan, a sales and revenue growth practitioner who advises on storytelling and buyer enablement. He explains how to make your buyer the internal champion by starting with the end, attaching the sale to real business pain, and giving communicators the stories, decks, templates, and rehearsal they need to sell your solution inside their organization.
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Sell The Destination Not Just The Product
- Tell a story that moves buyers from current state to a compelling future destination to create emotional buy-in.
- John Kaplan says once buyers are excited about the destination they tolerate the journey and open up about challenges.
Attach The Sale To A Big Business Issue
- Attach your solution to the customer's biggest business issue to make the story galvanizing across stakeholders.
- John Kaplan frames this as shifting focus off you and enabling the buyer to be the hero solving a company-level problem.
Hand Over A Ready Walk Around Deck
- Give your buyer ready-to-use materials so they can tell the story internally on your behalf.
- John Kaplan recommends providing a "walk around" or "what we heard" slide deck to enable internal conversations.