6X - Convert More Prospects to Customers by David Kurkjian

Author:David Kurkjian
Language: eng
Format: epub
Publisher: HigherLife Publishing
Published: 2022-05-15T00:00:00+00:00

Number Story

You’ve already read the importance of creating intrigue or doing something unexpected in your selling conversations to ensure that your prospects are paying attention and remember the most important things you’re communicating. One of the ways to do that is through the use of a number story.

This technique involves introducing three numbers into the conversation. You can do this using a standing flip chart, a whiteboard, or by using a PowerPoint slide that builds with the three numbers. You introduce the three numbers by saying, “There’s an interesting story about these three numbers.” You can also use a phrase like, “There’s a disturbing story” or “an intriguing story” or “an insightful story,” depending on the story that the numbers are tied to.

Once the three numbers are in view, you then deliver the story that is tied to the three numbers. In some cases, you may want to convey information about the business that you represent instead of talking about the number of years you’ve been in business, the number of customers that you serve, or some other metric.

You can use this approach in a number of ways to introduce meaningful information for your prospect or customer. Find credible third-party information that your prospect may not be aware of. Typical sources can be with Forester, Gartner, or any research organization that is affiliated with the market that you serve.

You can also use numbers to paint a picture of your prospect’s current state by drawing from average KPIs that may exist in their industry. There’s a lot of creativity that can be used with this technique. Just make sure that you don’t overuse it. Typically, once or twice in a meeting is more than enough.

Here is another example where credible third-party data is used to paint a picture and make a point that’s relevant to your world.

“There’s a disturbing story around these three numbers: 270, 500, 350. It’s never been more difficult to get people’s attention than it is today. There are over 270 billion emails, 500 million Facebook posts, and 350 million tweets sent every day. What this means is that your ability to be relevant and memorable in your sales conversations has never been more important than it is today.”

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