How can you use success stories to create urgency for potential customers?

One of the most powerful tools in technical sales is the success story. A success story is a brief narrative that showcases how a customer solved a problem or achieved a goal by using your product or service. Success stories can help you create urgency for potential customers by demonstrating the value, credibility, and relevance of your solution. In this article, you will learn how to use success stories to create urgency for potential customers in four steps.

1 Identify the pain points

The first step is to identify the pain points that your potential customers are facing. Pain points are the problems, challenges, or frustrations that your prospects are experiencing and want to solve. You can use various methods to uncover pain points, such as asking open-ended questions, conducting surveys, listening to feedback, or researching industry trends. By identifying the pain points, you can tailor your success stories to address them and show how your solution can help.

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Karim Louis

CSAM @ Microsoft | Driving Tech Consumption and Adoption in Energy Sector | UAE
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Start by understanding the challenges your potential customers face. Instead of focusing on "pain points," think of them as opportunities for improvement. Understand these challenges by asking open-ended questions, doing surveys or assessments, and adjusting to feedback. By identifying these areas, you can craft success stories that resonate with the customer and make sense to them, demonstrating how your solution becomes a valuable guide through their journey.

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2 Choose the right success stories

The second step is to select the right success stories that align with your potential customers' pain points, goals, and needs. You should have a collection of success stories that are diverse in terms of scenarios, industries, and outcomes. When choosing the most pertinent success stories, consider criteria such as similarity (e.g., size, sector, location, or situation), specificity (results, benefits, metrics that your prospects care about), and simplicity (avoid jargon or technical details that might be confusing).

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3 Present the success stories

The third step is to present the success stories in a compelling and persuasive way. You can choose from various formats and channels, such as written testimonials, case studies, videos, podcasts, webinars, or live demonstrations. Additionally, you can use storytelling elements like characters, conflict, resolution, and emotion to engage prospects and make them relate to your customers' journeys. Also, social proof elements like quotes, logos, ratings, or endorsements can be used to build trust and credibility for your solution and customers. Lastly, call to action elements such as urgency, scarcity, or incentives can be used to motivate prospects to take the next step in the buying process.

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4 Follow up with the potential customers

The fourth step is to follow up with the potential customers after presenting your success stories. You should use this opportunity to reinforce the value of your solution, address any objections or questions, and move them closer to the decision stage. To do this, remind them of the pain points and the results, ask for feedback or referrals, and propose the next steps or a trial. For example, send a summary of the success stories you shared and how they relate to their pain points and goals. Ask them for their feedback on the success stories and how they feel about your solution, as well as if they know anyone else who might benefit from your solution. Offer them a free trial, a discount, or a guarantee to entice them to try your solution and experience the results for themselves. By taking these steps, you can showcase the value, credibility, and relevance of your solution and persuade your prospects to act fast and buy from you.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use success stories to create urgency for potential customers?

1

2

3

4

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1 Identify the pain points

2 Choose the right success stories

3 Present the success stories

4 Follow up with the potential customers

5 Here’s what else to consider

Technical Sales

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How can you use success stories to create urgency for potential customers?

1

2

3

4

5

1 Identify the pain points

2 Choose the right success stories

3 Present the success stories

4 Follow up with the potential customers

5 Here’s what else to consider

Technical Sales

Rate this article

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