I know many of you are in the middle of presenting your latest brand plans to retailers.
You spend weeks pulling together all your key insight and information to bring to life why retailers should get excited about your latest innovation, but you don’t always get the reaction you want.
Years later, I still think about the buyer whose reaction was simply, “I don’t like pink”.
This is why it’s crucial to find the right balance. We all base our decisions on a combination of facts and feelings, and your buyer is no different.
People buy from people
While it's true that people generally buy from people, they often seek to justify their decisions through facts and data.
That's why it's essential to strike the balance between showcasing the authentic reasons why a consumer would want your product, and providing the supporting facts that back it all up.
When crafting your sell in story, focus on highlighting the real human aspect. Showcase the unique qualities, values, and stories behind your brand that will resonate with your target audience. By tapping into the emotional connection, you can create a bond that goes beyond a mere transaction.
At the same time, it's crucial to provide the factual support that your audience seeks. Back up your claims with concrete evidence, statistics, and credentials. In many cases your buyer might be convinced by your story but they often need some hard facts to show their higher ups.
So what do you need to include?
If your pitch deck is full of sales data, balance it with a personal story.
If it’s packed with statistics for your latest shopper research, add some killer quotes.
If it’s full of charts, add some consumer videos.
Balancing emotional appeal and factual validation is the key to creating a sell in story that truly engages and convinces.
If you want to know more about crafting a compelling sales pitch, check out our online course, Create a Category Led Sell in Story.
This course is packed with videos that you can follow at your own pace and exercises that will enable us to create your story together. Ready to sign up? Use the code NEWSLETTER20 at checkout to get 20% off!
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“It is like having a real-life coach in the room with you, guiding you along the process of creating your sell in deck.” Feby (Elida Beauty)
Trying to upskill your team in all things Cat Man? Check out our training courses or get in touch for a chat about how we can help.
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