If you're moving from a traditional sales process to an inbound sales process, you need to shift the focus within the stories you tell.
Most companies try to make their own business or product the hero, but with inbound sales, you have to make your prospect the hero.
Not sure what I mean by that? Well, when you talk to prospects, what's the focus of your story? Is it your company, your product, you? If you’re telling prospects, “Don’t worry. What we do will save the day,” you’re making YOU the hero of the story. What we’re suggesting is that you change the focus to, “Don’t worry. After we’re finished, you’re going to look like a star for bringing us in.” Now, your prospect is the hero.
This might seem subtle or even inconsequential, but to your prospects, it means everything. Making them the hero gets them involved emotionally. And if you’ve been listening, you know that people buy emotionally first and rationalize second.