A story about using data to sell

One of our clients monitored a series of ‘one-minute sell’ conversations by their

sales people

This is what they found

Told a clear story focussed around a patient

Held a data-led conversation (average 2.5 pieces of data per conversation)

1 in 10 The other 9

Ten minutes later customers were asked

to recall the conversation

Correctly recalled any of the data

Remembered the story

5% 63%

Designing the sales interaction…

:  Start with the story

:  Tell it simply (in under a minute)

:  Find the simplest way to make it credible (reasons-to-believe don’t have to be data)

The data should always be the evidence that supports the story, not the story itself.