The CTO Show with Mehmet Gonullu #198 From Status Quo Bias to Action: A Sales Storytelling Journey With Bruce Scheer
Ever wondered how to craft a compelling sales story that can overcome status quo bias? Today, we sit down with Bruce Scheer, a seasoned consultant and best-selling author, who reveals the art of narrating a persuasive story that triggers buyers to take action. With a quarter-century of experience up his sleeve, Bruce shares his wealth of knowledge, dissecting the five key elements of a great story with his unique star model.
Our conversation took an interesting turn as we dived into the importance of aligning an organization's narrative with its target customers. Bruce shares an inspiring story from his time with Unisys' Managed Services Unit, demonstrating how a well-crafted story can win not only the target buyers but also the third-party advisors and analysts. Greater still, he illustrates how this strategy led to large-scale outsourcing contracts for Unisys, despite initial resistance from their CEO.
As the episode progresses, we navigate the intriguing world of the Northstar Model, exploring how it identifies target buyers and competitive alternatives. We also discuss how to bring a fresh perspective around the problem domain and create an engaging narrative for early-stage dialogues. Bruce further shares his indispensable tips on having effective sales conversations and quantifying the business case. If you're keen on mastering the art of storytelling in sales, you wouldn't want to miss out on this episode. Bruce even has a few tricks up his sleeve for those who can't invest in his services but still want to inspire their buyers.
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