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.