How to sell without successful cases and generate confidence in your solution?On December 1, 2021 by blog-admin
The importance of successful cases to convince leads is undeniable, right?
Leads feel much more confident about purchasing your solution when they know you’ve already generated positive results for other customers.
However, if you still don’t have customers or if your solution is very new in the market, how can you generate trust without a successful case?
Speak guys! Another Flipchart Friday around here. I’m André, Project Manager at Reev.
Today I want to talk to you about how to sell when you don’t have a case.
In fact, the main purpose of a case, when presenting to a lead, is to create a feeling of trust.
The case uses, precisely, the social proof trigger to generate this trust in the lead. The idea is to approach it as follows:
Lead, look at the results I’m bringing to clients like you.
Look at how team of Blue World City managed to achieve these results through our methodology / process / solution.
Cases in the sales process: the main steps
The main steps in the sales process in which we have to use cases are: when talking about your value proposition and in the lead decision-making process.
In fact, at every stage it’s interesting to bring a little social proof to further engage the lead and strengthen the trust we generate in it.
However, at these times in particular, it is advantageous to use successful cases:
- Value proposition: at the initial moment, when you are doing your prospecting flow, your cold call , or your cold mails , it is important to have data and stories about your customers to introduce them to the lead;
- Lead decision process: he knows your product, he knows he has a problem that your solution solves, and he’s deciding if it’s the best option or not.
In both cases, coming with customer data so that he can relate to their scenario and generate empathy, that’s where you can really generate value for the lead.
In this way, Capital Smart City help you to make the right decision which, in this case, would be to close the deal with you instead of closing with the competitor.
How to sell without cases? The main scenarios
Here we separate some main scenarios in which companies do not usually have formal cases to present to customers.
- When you don’t have any customers yet: it could be that you are launching a new product, you have just opened your company and are coming up with a new solution;
- When you want to prospect a new market: you want to prospect a new market and you’re attacking new verticals where you don’t yet have customers to use as social proof;
- You only have new customers: they have little time to use your solution and still haven’t managed to reach the maximum performance that they will have over time;
- Customers without indicators: some companies do not have a structured process and start to observe the indicators after using their solution, that is, it is not possible to know exactly what the result was generated.
The idea is that you can work, even without cases, to generate trust in the lead.
So what is the solution for each of these situations?
Generating trust without success stories
For new products or markets
In case you don’t have customers, have a new solution or are attacking a new market vertical, the idea is that you work your mindset better.
How do you position yourself with that lead?
The idea is for you to be honest in your speech, without being afraid of what he will think when he finds out that your company is too new or that you haven’t tested your solution yet.
The idea is to position yourself honestly but confidently.
The Steli EFTI, the Close.io, speaks volumes about the mindset of Friendly Strength, which in Portuguese is friendly force.
A great example of this would be if you think you are a doctor and your lead is your patient, or that you are a parent and the lead is your child.
The doctor figure, or the father figure, has a certain authority, but their intentions are the best.
For example, you see your child sticking a fork in the outlet, and you probably take an authoritative stance because you know it’s going to be a problem.
You have this experience, but you are aware that he will not be able to fully understand your arguments.
So, you position yourself in an authoritative way, but always with the intention of helping him understand.
When we manage to apply it the right way, the lead, whether in a call or in an email, can build that trust and that authority in his head.
It’s as if, instead of using social proof to generate trust, you used your authority to create this rapport:
This company has a new product, it doesn’t have any customers in my market, but it knows what it’s talking about.
A very cool example that Steli himself says is that, when he was starting the company and making his first cold calls, he used a speech something like this:
Hi Lead, how are you? My name is Steli, I’m from Close.io, we are a new startup in the area and I’m getting in touch with companies in the region.
I would like to know if they are interested in increasing their sales and making their process more efficient throughout the steps of the funnel.
Is this an interesting scenario for you?
Let’s break this speech up a bit.
He started by saying that it’s a new startup, so he already implied that he doesn’t have many customers. Sometimes you can even say:
Lead, you’re one of the first people I’m contacting to get feedback on this new solution.
This approach also shows that you took a certain interest in that lead.
In the end, Steli jumps to a question, without leaving the lead for a long time evaluating and thinking if he should listen to what you are saying.
I already ask a question asking whether or not he is interested in the value proposition, which in this case was to increase sales and improve the process throughout the steps of the funnel.
The coolest thing about Steli’s approach is that, in the end, he still managed to pull the lead to a qualification, regardless of his final response.
So, this is a very interesting hack that you can use within your company:
Is this an interesting thing for you?
Regardless of the lead’s answer (yes, no, I don’t know, maybe) he asked:
Cool, so, tell me a little more about your sales process?
From then on, he started to qualify. Why? Because right now, the lead doesn’t know enough about you to judge whether or not it’s interesting to have this conversation.
When you’ve already started the conversation for this qualification, you’ll inevitably skip some steps in the process.
The lead won’t need to think about who you are, because you’ve already said you’re new in the field.
You’re going to set out to try to better understand his scenario and really understand if he’s fit with what you’re offering.
New customers or customers without indicators
When you have few customers, or they haven’t used the solution long enough, or they don’t have previous metrics to measure progress, what’s the solution?
One idea is to get a testimonial from these customers, even if they don’t have specific data.
They can bring their opinion about the solution, what was the main improvement within the process and how they are using the tool to achieve these results.
Another strategy would be to use storytelling, that is, to formulate cases within a story.
A data from Forbes says:
When a fact is put into story format, it is 22 times more likely to be remembered by those who heard that story.
So, from that data, you create a lead engagement while you’re talking.
Instead of making a promise like:
My client X achieved an 80% increase in sales.
You put this result in narrative format, engage the lead and make him visualize himself in the place of your client, who is the hero of the story, the main character.
The steps of a good story
What are the 7 steps a story must have for you to be able to engage the lead and get his attention during your prospecting?
Even to make it more interesting, I’m going to show you the steps of a good story while I tell a story from one of our clients.
Arthur had just joined a new company and got the position of Sales Manager.
However, this company did not have a very well defined process and each salesperson ended up following their own process.
I just talked a little bit about the status quo.
When Arthur joined, even because he was a new manager in the area and whoever hired him wanted to see quick results, he had to do something to change the company’s situation as soon as possible.
He needed to increase conversion through the funnel steps or increase volume at the top of the funnel as a whole, to really be able to increase the company’s sales.
That would be a trigger event, something the manager had no control over when he arrived, but he’s going to have to work somehow.
Then, from that, he sees what his initial mission is.
In this case, it was looking for solutions that help to increase the efficiency of his process and work with a greater volume of leads inside the funnel.
The part of the critical decision that the manager had to make was to find out which solutions made sense for his scenario and choose one of them to implement in the company.
In this case, he opted for Reev . 😀
The climax was just when he told the team that he had opted for Reev as a solution and warned that in the following week they would play this new process.
The setback, in this case, is exactly what changed after the climax happened, that is, after Reev was implemented.
In this case, you can say something like:
In the first month they were running Reev, they were able to double the volume in the funnel and conversion rates around 20% to 30% over these steps.
The resolution, in the end, is what the new status quo is after this setback.
In this case, we could say:
From there, Arthur and his team were able to adjust the process and scale sales each month, hitting one goal after another.
Conclusion: how to sell without cases?
Finally, we’ve put up a chart just so you can get an idea of what happens when we go through each of the steps in a story.
This is a graph of tension (by the lead) by time.
Here we have all the steps, from 1 to 7.
You can see that as we put events, triggers, critical decisions and the climax, mainly, we have tension peaks in the story.
That’s exactly what will engage the lead you’re talking to and ensure they’re paying attention to all of those parts.
In the other stages, where the lead discovers the mission, or the good results, the tension decreases.
This is the time to pull in your value proposition, close the door and ensure that lead will close.
So, this was another Flipchart Friday and, if you want more practical tips like this one today, just take a look at the other Flipcharts.
You can also explore our blog, we have a lot of rich material that, for sure, will help a lot to reach all these goals this end of the year.