Let's Get Real or Let's Not Play: Transforming the Buyer/Seller Relationship

by Mahan Khalsa

we retain a passionate focus on helping our clients succeed in a way about which they feel good, we will have a constant supply of credible and compelling third-party stories. 2. In the Qualifying section we stressed the importance of evidence—measures that demonstrate significant improvement of clients’ key performance indicators. Often the results of our products and services are difficult to measure, and it takes creativity and willingness to do so. Evidence is not only a powerful driver of additional business with current clients, it also provides credibility to third-party stories. Professionals and organizations who commit to evidence reap the rewards. 3. The persuasiveness of third-party stories increases with the similarity of the organizations and situations we compare. The weakness of third-party stories shows up when clients resist or resent the comparison; they feel they are unique. You can mitigate that by bracketing your third-party story as follows: “I know your situation is unique, so you may or may not find this helpful . . . [Insert third party story]. What is your sense? Can you see how that might apply here as well?”