We’d like to introduce you to SPI partner, Phil McCrory. Phil is Founder and President of McCrory & Company, an SPI Gold Certified Partner.

In this brief video, Phil discusses how he and his company help clients leverage their customer success stories in conversations with prospects. An impactful success story goes beyond simply providing the details of a problem, solution, and outcome. It offers the client an insightful narrative from a peer’s perspective. As Phil explains, “Specifically sharing how a particular buyer persona at another client has solved a problem, as well as the tangible results that they have achieved.”

Phil notes, “Not only can these relevant peer stories help to build the perceived credibility of the sales rep, but also perhaps create hope in the mind of the prospect that there may be a solution to a problem that they didn’t think was solvable.”

Using effective peer success stories in conversations with prospects can also drive a desire to act by generating “peer envy”. And, as Phil indicates, “Peer envy can be a powerful motivator to change, as buyers hate to lag behind their peers.”




Carrie Brown
Author:
Carrie Brown, Marketing & Demand Generation Consultant

Carrie Brown works with SPI as a marketing and demand generation consultant. With experience in copywriting, graphic design, and web development, Carrie uses her skill set to create and implement effective marketing strategies and campaigns for clients.

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