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In my years of experience working with a telecommunications enterprise, I often found myself representing a brand that was either unknown or underappreciated in certain markets. Marketing budgets were tight, leaving me with the challenge of positioning this lesser-known brand as a premium option through my sales conversations. How did I approach this? Through storytelling.
One of my go-to lines was, “We are the Rolls Royce of telecommunication infrastructure.” I would say it casually, with a smile, as though it were a matter of fact. Naturally, the next question from potential customers was, “Why?” This opened the door for me to explain our brand’s superior qualities—not through a bombardment of facts, but through a compelling narrative I had honed over time.
This approach did more than just convey information; it shaped perceptions. It allowed me to sidestep a common objection before it even surfaced: the question of price. By positioning the brand as premium from the outset, I reframed the conversation. Instead of haggling over costs, the customer was now evaluating value, a much stronger position for a salesperson.
The Key to Sales Success: Obviating Objections Early
The ideal way to handle objections in sales is not to react to them after they’ve been raised but to preempt them altogether. In my sales training, I often recommend that teams make a list of the most common objections they encounter. Once you have this list, the next step is to craft stories and narratives that integrate those objection points in a positive, affirming way.
For instance, imagine you’re working for a software company and there’s buzz in the market about a failed implementation. Waiting for the customer to bring this up will only put you on the defensive. Instead, bring it into your narrative early. You might say, “You may have heard about our implementation at XYZ Company. Let me share what happened and, more importantly, what kind of company we are.”
By framing the issue yourself, you maintain control over the conversation. You get to position the company as transparent, trustworthy, and willing to learn from challenges—qualities that are more attractive to customers than flawless execution every time.
Root Your Narrative in Values, Not Spin
The key to making this approach work is authenticity. It’s tempting to “spin” a situation to make it sound better, but customers can see through that. Instead, your narrative should be grounded in the company’s core values and principles. Customers appreciate candour, and they understand that no company operates perfectly 100% of the time. What they’re looking for is a partner they can trust, a transparent company, and one that has the strength of character to acknowledge and address issues openly.
Conclusion
In the world of sales, the ability to craft and deliver a strong narrative is one of the most powerful tools at your disposal. By addressing potential objections within your story—before they even come up—you set the stage for more open, positive conversations with your customers. It’s not about being evasive or manipulative; it’s about being proactive and authentic. And when your storytelling is rooted in your company’s values, it creates a foundation of trust that’s hard to beat.