How do you match success stories to your target audience? (2024)

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Identify your buyer personas

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2

Select relevant success stories

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3

Customize your success stories

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4

Deliver your success stories

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Here’s what else to consider

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Success stories are powerful tools for outside sales reps to build trust, credibility, and rapport with prospects. But how do you choose the right stories to share with your target audience? How do you tailor them to fit their needs, goals, and pain points? In this article, we'll show you how to match success stories to your target audience in four simple steps.

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1 Identify your buyer personas

Before you can match success stories to your target audience, you need to know who they are. Buyer personas are fictional representations of your ideal customers, based on research and data. They help you understand their demographics, motivations, challenges, and preferences. You can create buyer personas by interviewing your existing customers, analyzing your sales data, and conducting market research. Once you have your buyer personas, you can segment them into different groups based on their characteristics and behaviors.

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2 Select relevant success stories

Next, you need to select success stories that resonate with your buyer personas. Success stories are stories of how your customers solved their problems or achieved their goals using your product or service. They should showcase the benefits, features, and value of your solution, as well as the customer's journey and results. You can collect success stories from various sources, such as testimonials, reviews, case studies, referrals, and social media. To select relevant success stories, you should look for ones that match your buyer persona's industry, role, size, location, and challenge.

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3 Customize your success stories

Once you have selected your success stories, you need to customize them to fit your target audience. Customizing your success stories means adapting them to the specific context, needs, and interests of your prospects. You can customize your success stories by using the same language, tone, and style as your prospects, highlighting the most relevant benefits and features for them, and adding specific details, numbers, and quotes that support your claims. You can also use storytelling techniques, such as setting the scene, creating tension, and showing the transformation, to make your success stories more engaging and memorable.

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4 Deliver your success stories

The final step is to deliver your success stories to your target audience. Delivering your success stories means choosing the right time, place, and format to share them with your prospects. You can deliver your success stories through various channels, such as email, phone, video, presentation, or website. You should choose the channel that suits your prospect's preference, stage, and situation. You should also time your success stories according to your sales process, such as introducing them in the awareness stage, reinforcing them in the consideration stage, or closing them in the decision stage. Finally, you should follow up with your prospects after delivering your success stories, and ask for feedback, questions, or objections.

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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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