We don’t know if we have the best story possible, but we know if it’s better than the old one.

My recommendation is to start with one salesperson, preferably someone the rest of the team looks up to and respects.

Step 2, Alternatives: The competitive pros and cons can be done in a wide variety of ways. I’ve always used a

Step 1, Insight: The Insight step is generally done with a slide (or multiple slides). I find it helps in making your point very clear to the prospect. I’ve also seen reps very effectively do the entire setup phase in a quick conversation with the customer.

it. What you don’t want to see are reps significantly changing the story to the point at which you have lost the flow completely, or you are no longer centered on your differentiated value.

Either works fine, in my opinion, and you should expect sales reps, as they get comfortable with the story, to improvise and add their own flair to

a word-by-word story or simply be a series of bullet points and suggestions.

The script can take the form of

Not every buyer should or will move past a first sales call. The goal in the first call should not be to get every customer closer to making a purchase. Instead, your goal is to get every good-fit buyer past this stage.