The Influential Communicator

[EP.11] How to Leverage Customer Success Stories that Sell with Michael Zipursky

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How To Leverage Customer Success Stories That Sell;


Here’s the thing about client success stories; they sell without selling. 


In this week’s episode I sit down with Michael Zipursky, the CEO and co-founder of Consulting Success, a business that helps entrepreneurial consultants build strategic and highly profitable consulting businesses.


Michael understands that a customer success story is one of the most powerful assets you can have in your business. It allows you to build trust, have your prospect see themselves in your client’s struggles and potentially position you as the guide to solving their million dollar problem.


In episode 11 of The Influential Communicator, join me as I uncover how to leverage customer success stories for sales success.


What we discuss:


  • [02:15] - How immersing himself in different cultures helped Michael shift the way that he tells his story and sells his solution today.
  • [04:25] - Michael’s “aha” moment when he realized how important it is to tell your story.
  • [07:40] - Taking something seemingly uninteresting in your day and tying it back to adding business value to your audience.
  • [10:22] The distinction between a customer and a client.
  • [10:48] What a client success story looks like and how it is different for each person.
  • [12:33] The difference between a case study and a client success story.
  • [14:24] The 3 key ingredients for a revenue winning client success story.
  • [19:50] The importance of specificity.  
  • [24:22] The optimal time to share a client success story.
  • [29:08] How to use storytelling in outbound outreach.
  • [29:52] How to ensure you don’t come across “salesy”. 
  • [33:07] The biggest mistake salespeople make when delivering client success stories.
  • [36:48] Other beneficial stories to use inside of the sales process. 
  • [36:58] How to use the “cost of inaction” story for maximum impact. 
  • [38:19] Who Michael looks up to as an influential communicator.


    • Valuable Insights and Key Topics:


    • The power of telling your story.
    • The difference between a client success story and a customer success story.
    • How to transform any case study into an emotive story.
    • How to deliver a story without feeling inauthentic


      • 3 Key Ingredients for a Revenue Winning Client Success Story:


      1. Make sure your client is the hero, enabling your prospect to see themselves in their struggles, desires and transformation. 
      2. Be specific in the challenge and the problem you helped them solve to ensure your customer success story only appeals to your ideal client.
      3. Showcase tangible results inside of your client’s transformation. The more intricate you are, the higher the likelihood it will move your prospect to take action.


        4. Notable Quotes:


        [10:35] “A customer to me is somebody who might purchase a product from you, it’s more transactional. Whereas a client is somebody you almost have a fiduciary duty to. A responsibility to assure that they are going to be successful.” - Michael Zipursky


        USEFUL RESOURCES:

        https://www.consultingsuccess.com/blueprint

        https://www.linkedin.com/in/zipursky/


        Ravi Rajani’s Podcast: https://www.theravirajani.com/podcast


        Social Media:

        https://www.linkedin.com/in/ravirajani/

        https://www.tiktok.com/@theravirajani

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        The Influential CommunicatorBy Ravi Rajani
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