Inspire Your Buyers with a Story That Sells: Bruce Scheer

Show Notes

Stop Selling Features: Start Selling the Problem
The Five-Step Storytelling Framework for B2B Sales Success

Episode 314 (Bruce is based in near Seattle) (repeat of #171)

In this episode we explore:

• why inconsistent messaging hurts sales


• identifying the right buyer before crafting the story


• the difference between users and decision makers


• naming problems in memorable language


• helping buyers recognize hidden problems


• quantifying the cost of doing nothing


• creating a compelling desired outcome


• introducing solutions at the right time


• guiding buyers toward clear next steps


• common storytelling mistakes business leaders make

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About our guest, Bruce Scheer:

His company has been on Delloite's fastest growing private companies 3 years in a row. He has won multiple b2b campaign of the year awards. His book achieved Amazon #1 Best Sell status across 5 categories.

Get your copy of his books here  https://inspireyourbuyers.com/books/

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Key learning points from this conversation with Bruce Scheer:

• Random sales conversations create random business results.


• Every organization needs a consistent customer narrative.


• Begin by identifying the right target organization and decision maker.


• Solve the buyer's problem—not the user's problem.


• Name the problem in simple, memorable language.


• Help buyers see the cost of leaving the problem unsolved.


• Paint a vivid picture of the desired outcome before discussing your solution.


• Sell the concept before selling the product.


• Focus on the buyer journey instead of product features.


• Avoid common storytelling traps that prevent sales teams from aligning.

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