Stories, not product features and functionality, are the key to success in sales, writes George Deeb in Sales 101: Sell Stories, Not Products. Getting bogged down in the minutia of what a product does is a common rookie mistake:
… clients don’t really care about you or your products, they care about themselves, and how you are going to help them to solve their problems.
Obviously, lawyers don’t sell products, but they do sell services. And Deeb’s advice is as valid for them as for any sales team. Clients don’t care about your office in Atlanta or your 175-year history or the awards you’ve won. They care about how they’re going to solve their problem, and whether or not you can help. Read the post. Start telling stories.