Article: Hone Your Sales Proof

27th September 2018 | By Frances Pratt

Adding Proof to your Sales Stories

Honing your sales stories is a great way to get people's attention on you and your offering.  You have to prove to them that you are worth listening to. 

The biggest mistake that I see people make is focusing too much on their products
and on their business.  Everyone listens to WIIFM (What's In It For Me).  This article shows you how to get more client-centred in how you talk about yourself and what you do.

Most people in business are aware of the 4 P’s of marketing:

  • Product
  • Price
  • Place
  • Promotion

Whether you are selling a Service or a Product you can extend this mix by also adding in the extra  3 P’s of Services Marketing.  These help you add proof to what you are saying and promoting to people and are invaluable sales tools.


Your people are often how your client experiences your company and so it makes sense that having the right staff that understand your business and how it should be delivered is essential for you to consistently deliver on your brand promise.

Depending on how you operate, these people might be inside and outside of your business.  They are the ones who ultimately are responsible for the activities that become your clients’ experience. 

Your people and their experience may be a point of difference and so this then becomes a key story on why you have chosen to set up your business in this way.

Be clear about how people are involved in your business and make them a prominent feature through case studies, employee profiles and other areas of your business.


This is how you do what you do is an important part of your business.  People know what you do but the like how you do it.  In the customer experience journey, the how, the process is often far more important than the end product or service that you deliver.

These are enshrined in the systems and processes to enable you to consistently deliver and to know what to do when certain events occur.  Even if these are not documented, there will be implicit rules and ways that you work.

Some examples are:

  • New customer orientation
  • Renewal of client contracts
  • New staff member orientation
  • Customer complaint handling process

Processes show people how you will work with them and help to dissipate fears and overcome objections for potential clients.  It feels safer when there’s a process.

Physical Evidence

When you are selling a product, the client gets to touch and keep something at the end of the transaction.  When you are selling a service you should consider other forms of Physical Evidence that help the customer understand (and remember) the value that they are being delivered.

This is particularly important when it is a recurring service, as you need to keep reminding the client why they are paying you to continue to deliver the service, and delivering proof that you continue to add value to their business. 

Some examples:

  • Reports on your service delivery
  • Your mission statement
  • Your business card / brand and office environment
  • Case studies on the value you deliver to clients


Once established and documented, these can be used as sales tools to show prospective clients about the why and how of what you do.

Use these ideas to rethink the stories that you use to talk about your business.

I would love to hear your experiences.  Share away!

For the love of sales,

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