When selling a product and trying to build interest and credibility, there is a lot to discuss. You may want to discuss what the product is, how it works, and why the prospect should consider purchasing it. What makes this difficult is that when performing cold outreach, you only have a few minutes of time and attention to work with.

Here is a trick: share customer examples. These are extremely effective and efficient at explaining what you sell and why someone should buy it. And in this video, I will explain how to do that. This actually brings us to the last step of our sales message brainstorming process, which is creating a customer example for the product you are trying to sell.

You might have examples of customers in your head, and maybe even have detailed case studies already written out. That is all great, but what we want to do is create a very short and concise story of a customer that we can share at different times when communicating with prospects.

 

Building Your Customer Example Stories

To help build interest and credibility, we have created a very short and simple template that you can fill in with a few key details that you want to focus on. Here are five simple questions to answer:

  1. The customer you helped with your product
  2. The problem they had before purchasing from you
  3. The product or service you sold to them
  4. An initial or technical improvement your product created
  5. A secondary or business improvement your product created

With those few details, we can create very clear and concise customer examples because we can use them to populate these two templates:

Long Customer Example

We worked with [customer name or description].
They had a challenge with [pain point].
We helped to solve that with our [product or service].
This helped them [initial or technical improvement],
which ultimately led to [secondary or business improvement].

Short Customer Example

We worked with [customer name or description].
And helped them [initial improvement],
Which ultimately led to [secondary improvement].

 

Using Your Customer Examples When Selling

We can use those templates in many different ways when performing cold outreach, and this will help to build interest and credibility.

  • Cold call opener
  • End of cold call
  • End of appointment
  • Cold email
  • Voicemail message
  • Objection response

We explain all of those different scenarios and show you examples of what to say that you can copy for your own product or service in the video attached to this blog post.