Your Prospect Doesn’t Care About Your Story

Tom Peters

“Your customers don’t care about your story, they care about their own stories.” Those are the words of Tom Peters in a recent blog post. 

Indeed, one of the biggest mistakes sellers make in their presentations is trying to find a “way to tell our story.” If you want to win sales presentations, forget about your story. Focus on your prospect’s story and how you’re going to give that story a happy ending.  

A good sales presentation focuses on one thing: proposing a plan to solve the prospect’s problem.

That means that the presentation should begin by defining the problem the prospect faces. Then the presentation details a solution to that problem. Then you stop.

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