Does B2B Marketing Need to Load the Lips of Sales to Call on the C-Suite

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“If you’ve really done your homework then you should know to avoid jargon that the C-level executive may not know.”


“Consultants are always trying to “assist us in managing our third-party spend,” whatever that means. It must be something important, because I get two or three calls a week to help me with this problem.”


“Maybe if they positioned it from my point of view and used language that I use they would get further in their call.” Mike Parrot, VP,Costco


Read the last sentence again and notice two main issues.


1 – Use the customers language

2 – Use their point of view.


Early in the buy-sell cycle, the customer is looking for the “why” they should consider anything new. Sound bites of, “this is what my product can achieve will also not go very far”.


Consider this: If you wrap a previous customer success within a story framework that matches the customers marketplace, you can cover both points Parrot desires, language and point of view.


A note of caution, stories need to resonate and be worded to match the title of the person you are calling on, not just the industry/market.


A phrase by Nancy Duarte is important while building stories:

“By reminding people of the status quo and then revealing the path to a better way, you set up a conflict that needs to be resolved.”


A good story does not start with success or sound bites or symptoms, it starts with a business challenge. In the above example by Parrot, third part spend is a symptom. He wants to know the business challenge a product or service can help him resolve based on his position.

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