How do you craft a compelling closing story that showcases your value proposition?

1 Why closing stories matter

Closing stories are more than just testimonials or case studies; they are powerful appeals that can connect with your audience on an emotional and logical level. By using closing stories, you can build trust and credibility by demonstrating social proof and third-party validation. You can also showcase the benefits and value of your solution, not just the features and specifications. Additionally, you can address any remaining concerns or risks by showing how others have overcome them. Furthermore, you can create urgency and scarcity by displaying how others have gained a competitive edge or avoided a loss. Lastly, you can inspire action and commitment by illustrating how others have achieved their goals or improved their situation.

2 How to structure your closing story

Crafting a good closing story requires a simple and clear structure to guide your audience through a journey of transformation. Begin by describing the customer’s problem, challenge, or pain point that they wanted to solve. Then, explain how they discovered, chose, and implemented your product or service. Lastly, show the tangible and intangible outcomes, benefits, and value that they achieved or received.

3 How to customize your closing story

In order to make your closing story resonate with your audience, you must tailor it to match the needs, goals, and preferences of your prospect. To do this, choose a customer or client that is similar to your prospect in terms of industry, size, role, or situation. Incorporate relevant and specific details, numbers, and facts to demonstrate the impact and value of your solution. Use the customer's own words, voice, and tone to make the story authentic and relatable. Lastly, ensure that the story aligns with your prospect's main decision criteria, motivations, and objections.

4 How to deliver your closing story

Delivering your closing story with confidence, enthusiasm, and empathy is essential. Practicing your closing story until you can tell it naturally and fluently is a must. Utilizing pauses, intonation, and gestures to emphasize key points and create interest will help draw in your audience. Incorporating visual aids, such as slides, images, or videos, can further support and enhance your story. Finally, engaging your audience by asking questions, checking for understanding, and inviting feedback will help ensure that your message is heard.

5 How to follow up your closing story

A closing story is not the end of the conversation, but the beginning of the action. You need to follow up your closing story with a clear and compelling call to action that tells your prospect what to do next. Summarize the main points and value proposition of your story, then ask for the sale or the next step in the process. Create a sense of urgency and scarcity by offering a limited-time discount, bonus, or guarantee. Address any objections or questions that may arise and reaffirm the benefits and value of your solution.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?