By John Sonnhalter, Rainmaker Journeyman, Sonnhalter
I recently read a post by John Jantsch from Duct Tape Marketing, People Buy Stories Before They Buy Stuff, that reminded me how true that statement was, especially when talking with contractors.
Tell me, do you know a contractor that won’t talk your leg off? If you do, it’s a rarity. Contractors learn by telling and listening to stories. Whether it’s about how they developed a short cut in their process to save them money, to a funny story about one of the new hires screwing up a job royally until they stepped in and saved the day.
I think we all agree that stories are an important part of the selling process. For you, it starts with how you write an email or blog post, to your interaction when face to face with a contractor. They need to feel comfortable with you.
Yes, they know you want to sell them something, but most want to do a little talking first (consider it foreplay). There is a right way to use stories as a way to guide contractors to that perfect journey.
John outlines several keys to building a better framework for storytelling:
- The ideal contractor persona – you need to know what drives them, what they believe and what they fear. Your local distributor should be able to help fill in the back story on each contractor. It’s about establishing yourself as the right person to help them.
- Make them the hero – the main character must be your ideal customer persona. You’re there to help them understand the real problem and that you can help them solve it.
- Help them understand their problem – and give them practical and proven methods of fixing it.
Understanding contractor’s goals and questions during every phase of the buying process gives you, the manufacturer, a chance to create content and campaigns aimed at satisfying their needs.
Do you really know your ideal customer’s persona?