How do you keep your sales story fresh and relevant for repeat presentations?

1 Know your audience

Before you prepare your sales story, you need to know who you are talking to and what they care about. Research your prospects, their industry, their challenges, their goals, and their preferences. Use this information to tailor your sales story to their specific needs and interests. For example, if you are selling a software solution, you might emphasize different features, benefits, or use cases depending on the size, sector, or role of your prospect.

2 Use a simple structure

A good sales story has a clear and simple structure that guides your audience through your message. A common structure is the problem-solution-benefit model, where you start by identifying a problem that your prospect faces, then show how your solution can solve it, and finally explain the benefits of choosing your solution. This structure helps you create a logical and persuasive sales story that addresses your prospect's pain points and shows them the value of your offer.

3 Add variety and emotion

To keep your sales story fresh and engaging, you need to add some variety and emotion to your presentation. You can do this by using different types of content, such as stories, anecdotes, examples, testimonials, statistics, visuals, or demonstrations. These content types can help you illustrate your points, support your claims, and appeal to your audience's emotions. For example, you can use a customer success story to show how your solution helped someone in a similar situation as your prospect, or use a visual aid to show the impact of your solution on their bottom line.

4 Practice and refine

No matter how good your sales story is, it won't work if you don't deliver it well. That's why you need to practice and refine your presentation skills before you face your audience. Practice your sales story out loud, record yourself, and get feedback from others. Pay attention to your voice, tone, pace, body language, and eye contact. Make sure you sound confident, enthusiastic, and authentic. Also, be prepared to answer questions, handle objections, and adjust your sales story according to the feedback and reactions of your audience.

5 Be relevant and timely

One of the best ways to keep your sales story fresh and relevant is to update it regularly with new information and insights. You don't want to use the same sales story that you used a year ago or for a different market. You want to show your audience that you are aware of the current trends, challenges, and opportunities in their industry and that your solution is up to date and compatible with their needs. For example, you can use recent news, data, or events to show how your solution can help your prospect cope with a changing environment or seize a new opportunity.

7 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?