You're Using Proof Too Late in the Sale

There's a reason "I can save you time, I can save you money" makes prospects tune out. And this small fix that makes them believe you instead.

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If you prefer to read - here is the transcript:

Let's talk about proof.

Most sellers will tell you the best time to use proof is during the proposal or the demo phase.

That's when you show the customer everything you can do. You bring out the testimonials and the case studies. Maybe you give them references to call, or you show off your logos.

All good. But I'd argue proof is just as powerful at the very front end of opportunity creation.

So when you're sending a request for a meeting, when you're trying to engage a prospect, when you're in those earliest conversations, use language that puts your success, your features, and your benefits in the words of your happy customers.

Instead of saying "here's what we can do for you, I can save you money, I can save you time, I can help you with this, we can do that," phrase it through your customers.

"Our customers love that we can." "Customers tell us this is a benefit." "Customers in your space." "Other CEOs." "Other Directors of Technology." "The Directors of Sales I work with really like the benefits that come from…"

When you put it in your customer's words, your prospect thinks it's real. They engage with you because they see themselves in those stories.

When I say what I can do, when I tell you how good I am, it just sounds like sales speak. It sounds like bragging. It sounds like ego. And buyers expect that from a salesperson, so it doesn't feel authentic.

Use proof heavily in that small way at the front end of your sales cycle, and you'll convert more leads into opportunities, and more phase-one opportunities into phase two.