Bruce Scheer: Sizzle Your Sales Story

About Bruce Scheer: Bruce Scheer is President of FutureSight and has over 20 years of business management and consulting experience. He brings unique and insightful perspectives to client engagements, reflecting his passion for technology, strategic marketing, and sales enablement. With confidence, optimism, and a sense of urgency, Bruce enjoys helping global IT services, software, hardware, and professional services organizations achieve marketing success and great business results. Before founding FutureSight, Bruce held executive positions in consulting firms and industries across North America and Asia. He also served as Vice President and West Coast Office Director for MSI Consulting, where he worked with industry-leading clients to identify strategic market opportunities and develop go-to-market campaigns for new products and services. A noted author and speaker, Bruce is available to share his expertise on a wide range of business topics, including the business value of IT and selling and marketing based on ROI. Check out the latest episode of our Conversational Selling podcast to learn more about Bruce.

In this episode, Nancy and Bruce discuss the following:

• The concept of a story that sizzles referred to Bruce's recent book, "Inspire Your Buyers: Go to Market with a Story That Sizzles."
• Consumer Dilemma: Overwhelming Choices.
• The core elements of a narrative that sizzles.
• Qualifying Decision-Makers correctly.
• Why evoking emotions in potential buyers is the primary objective for sales professionals.

Key Takeaways: 

• Sizzles is an amazing framework for how to design your sales story.
• Don't be overwhelmed and bewildered by all the selection choices that are out there.
• Everything starts really with targeting the ideal buyer.
• People buy on emotion, and then they justify with logic.
• Don't sell products, sell outcomes.

" Well, it's an evergreen problem. But it's probably even more acute today. There are so many answers that buyers need to need to choose from. And I don't know if you've ever heard of this whole notion that too many options are shutting buyers down. The other thing is with all these options, you get into this whole selection buyers issue that also drives no decision. There's just so many answers, you know, think about going out and buying a new car or something, you know, there's so many answers to choose from, it might be overwhelming. So, how can you help your buyer buy? That's the bottom line. And to do so, I do believe you need to have a story that sizzles, helps you stand apart from the competitive pack, and helps your buyer get over that hump of fear, uncertainty, and doubt to want to buy from you and buy from you. And that strategic narrative, that story carries the day with that objective." – BRUCE.

"What other signals would they send that they're an ideal client profile? I'm sure you've heard that ICP is the ideal client profile. So, we get very narrowly focused there. Then, from there, who within that account should I be talking to? Who's the buyer who will carry the day and has the power to sway others within that organization? Yes, we should invest in this. So, who's that consultant and professor down in California who coined this Steve Martin, but he calls it the bully with the Joe bully with the juice? Who's that bully with the juice? Who should we target within that account? Now, typically, for a lot of the buying decisions that my clients face. There might be five or six people who might be part of that buying committee. But again, who's the bully with the juice? And what's their day job? What's their role? What are their responsibilities? What are the challenges they have? And then what are the benefits we can bring them? So, it all starts there. That's the first element, Nancy, target the right buyer." – BRUCE.
 

"How do we characterize that problem, both verbally and visually? And that's one thing, Nancy, that I think most organizations that I see as they go to market are missing the characterization of the problem they solve. They're typically very solution-centric. "Hey, Nancy, I've got this new solution. Let me tell you all about it. Here's what it looks like. Here's what it feels like. Here are the benefits, features, and functions of that whole thing". That's not where you want to start; you want to start that narrative around the problem. And you want to plant that problem and point a spotlight on it, you know, just again, thinking of an analogy, think of that spotlight when you point it on something, that's what people see. And then often they can't unsee it when you do that well. And that's the fun part; if you can crack that code, you're typically going to sell way more and help so many buyers out by helping them have that clarity and conviction around the problem that you can help them solve." – BRUCE.

 

Connect with Bruce Scheer:

• LinkedIn: https://www.linkedin.com/in/bscheer/
• INSPIRE Your Buyers™:https://inspireyourbuyers.com/

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