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The Keys to Insight Selling: How to Make Your Message Stick
Today, customers are more informed than ever. They’ve visited your website, done their research, and already know the business benefits of your product (and your competitors’), often before you even speak with them. In order to set yourself apart and achieve customer buy-in, you can no longer rely solely on technical features or business benefits.
Instead, you need to start employing the keys to Insight Selling — appealing to both the rational and emotional sides of your customers in order to truly resonate and drive the sale home.
Michael Harris, the CEO of Insight Demand and author of Insight Selling: Sell Value and Differentiate Your Product with Insight Scenarios, says storytelling and appealing to your customers’ emotion will make your messaging 20x stickier. In this week’s Labcast, he explains the impact of insight selling, how to incorporate “insight scenarios” into your sales strategy, and three ways to transform your salespeople into trusted advisors for your customers.
This Week’s Guest
“A story is a fact wrapped in emotion. That makes it memorable, and that makes your sales sticky so that long after the facts and figures of your PowerPoint presentation have been forgotten…you know [you delivered] a good story because they can then tell it to someone else.”
— Michael Harris, CEO at Insight Demand
Key Takeaways
* The key concept behind Insight Selling: What exactly is Insight Selling? It involves appealing to both your customers rational and emotional sides in order to illustrate the value of your product or solution. [2:00]
* How to overcome the fear of change: The fear of change can be one of the biggest barriers to customer buy in. Show your customers how your product can resolve an even bigger concern: the fear of the status quo. [6:20]
* Not convinced on the power of emotion? Try this quick thought experiment. [8:30]
* Insight Scenarios: The key to getting customers to believe in your product. [11:45]
* 3 ways to help your salespeople become trusted advisors:
* It’s all about making your salespeople smarter. Try to get your customers to use your product for 6 months. [13:00]
* Put them in the role of customer service. The more they learn on the back end, the more successful they’ll be on the front end. [13:15]
* Get your best salespeople to share their insight scenarios with the rest of your team. [13:30]
* Why storytelling is like jazz: There’s no formula for insight scenarios. You’ve got to improvise and make sure your voice comes across. [14:30]
* Why storytelling is 20x stickier: Storytelling makes your messaging stick in your customers’ minds. This quick experiment proves why. [15:20]
Listen Here
Subscribe to Labcast
Transcript
Announcer: This is Labcast, insights and ideas for the expansion-stage senior manager. Hosted by OpenView Labs.
Jonathan: Hello everyone and welcome to Labcast from OpenView. Today we have Michael Harris with us. Michael is the CEO at Insight Demand, which is an insight selling sales training company.
He’s also the author of the new book Insight Selling: Sell Value and Differentiate Your Product with Insight Scenarios. It’s a great book and I definitely recommend it. You can check it out. It’s available on Amazon.com
So, Michael, I’m really happy to have you here with us today.
View all episodes
Today, customers are more informed than ever. They’ve visited your website, done their research, and already know the business benefits of your product (and your competitors’), often before you even speak with them. In order to set yourself apart and achieve customer buy-in, you can no longer rely solely on technical features or business benefits.
Instead, you need to start employing the keys to Insight Selling — appealing to both the rational and emotional sides of your customers in order to truly resonate and drive the sale home.
Michael Harris, the CEO of Insight Demand and author of Insight Selling: Sell Value and Differentiate Your Product with Insight Scenarios, says storytelling and appealing to your customers’ emotion will make your messaging 20x stickier. In this week’s Labcast, he explains the impact of insight selling, how to incorporate “insight scenarios” into your sales strategy, and three ways to transform your salespeople into trusted advisors for your customers.
This Week’s Guest
“A story is a fact wrapped in emotion. That makes it memorable, and that makes your sales sticky so that long after the facts and figures of your PowerPoint presentation have been forgotten…you know [you delivered] a good story because they can then tell it to someone else.”
— Michael Harris, CEO at Insight Demand
Key Takeaways
* The key concept behind Insight Selling: What exactly is Insight Selling? It involves appealing to both your customers rational and emotional sides in order to illustrate the value of your product or solution. [2:00]
* How to overcome the fear of change: The fear of change can be one of the biggest barriers to customer buy in. Show your customers how your product can resolve an even bigger concern: the fear of the status quo. [6:20]
* Not convinced on the power of emotion? Try this quick thought experiment. [8:30]
* Insight Scenarios: The key to getting customers to believe in your product. [11:45]
* 3 ways to help your salespeople become trusted advisors:
* It’s all about making your salespeople smarter. Try to get your customers to use your product for 6 months. [13:00]
* Put them in the role of customer service. The more they learn on the back end, the more successful they’ll be on the front end. [13:15]
* Get your best salespeople to share their insight scenarios with the rest of your team. [13:30]
* Why storytelling is like jazz: There’s no formula for insight scenarios. You’ve got to improvise and make sure your voice comes across. [14:30]
* Why storytelling is 20x stickier: Storytelling makes your messaging stick in your customers’ minds. This quick experiment proves why. [15:20]
Listen Here
Subscribe to Labcast
Transcript
Announcer: This is Labcast, insights and ideas for the expansion-stage senior manager. Hosted by OpenView Labs.
Jonathan: Hello everyone and welcome to Labcast from OpenView. Today we have Michael Harris with us. Michael is the CEO at Insight Demand, which is an insight selling sales training company.
He’s also the author of the new book Insight Selling: Sell Value and Differentiate Your Product with Insight Scenarios. It’s a great book and I definitely recommend it. You can check it out. It’s available on Amazon.com
So, Michael, I’m really happy to have you here with us today.