Episode Summary
Writing is a seller’s secret weapon, but it’s rarely discussed.
On this episode of B2B Power Hour, we go in-depth on how to effectively write for enterprise sales.
We’re joined by two enterprise sales experts: Nate Nasralla and Brandon Fluharty, who have both founded their own companies to help enterprise sellers hone their writing skills and close large deals.
They break down how to craft your narrative from start to finish, multiple frameworks you can use to improve your writing, and simple copywriting tips.
To start, choose an effective framework. A few of our favorites are a press release and frequently asked questions (PR/FAQ) document, the driver tree framework, and Nate’s custom four-part framework.
One of the fastest, fail-safe ways to make your writing resonate with prospects is to use their words. After picking out your framework, take thoughtful notes that capture your buyer’s thoughts.
Now, how do you start writing with your framework? If you have writer’s block, don’t worry — you don’t have to start with a blank page. Find a template, or build on someone else’s writing and make it better.
Don’t feel confident in your writing abilities? That’s okay, too — you don’t have to start with writing for sales. Instead, begin with a journal: Write down your thoughts each day, or look for a journal with writing prompts to help guide your creative flow. Any writing is going to help sharpen your skills and confidence.
Want to boost your sales communication skills, confidence, and close rate? This episode of B2B Power Hour gets into the nitty-gritty of writing for enterprise selling. Listen in to learn how to take your writing skills to the next level and sharpen one of the strongest assets in your seller’s toolbox.
B2B Power Plays
Top takeaways from this week’s conversation
💭 Writing = clear thinking.
Writing a narrative isn’t just about putting words down on a page. The more you write, the more you show up in an articulate way and ensure you’re communicating exactly what you want to.
Even if you aren’t an introverted seller, writing helps clarify your thoughts and enhance your skills. Instead of stumbling through a meeting and forgetting to hit your major points, you’ll walk in and out feeling confident.
3️⃣ Use our top three frameworks for enterprise writing.
Multiple writing frameworks can help you close more enterprise deals. Here are our top three:
- Nate’s four-part framework: Nate created his own framework based on what he felt was missing from others. You’ll write a one-page business memo or business case outlining four key elements: the problem or problem statement, the approach to solve it, the pay-off (in executive-level metrics), and the investment (or when they’ll realize an ROI).
- PR/FAQ: This document includes a future press release — as in, Here’s what you’ll want to publicly communicate to the market a year from now once this solution is successful. You’ll also write out answers to frequently asked questions.
- Driver tree framework: This document is where you bridge the problem and solution in the language of what drives key metrics for the buyer.
✍️ To grow your writing skills, you have to write.
You don’t have to be a writing expert to create effective sales communications. Start by putting pen to paper — it doesn’t have to be a sales memo. Any and all writing is going to build your skills.
In addition to writing regularly, here are a few more tips to hone your writing:
- Don’t write and edit at the same time
- Always put the bottom line up front
- Use fewer words
- Simple words are better than complex ones
- Use headlines, bullet points, and bolded text to give structure to a page
- Active voice is better than passive voice
- Replace vague language with numbers and specifics
- Never stick with the first headline you create
- Write on a fifth-grade level
Featured on the B2B Power Hour: Brandon Fluharty
What he does: Brandon is the founder of Be Focused. Live Great., where he helps elite performance-based professionals in SaaS learn from his successes and failures after hitting the seven-figure earners club three years in a row.
Key quote: “Getting an executive to believe in something is really the output of quality, effective narrative writing. State your case in a really crisp fashion that this is more important than something else.”
Where to find him: LinkedIn | Blog
Featured on the B2B Power Hour: Nate Nasralla
What he does: Nate is the founder of Fluint, a company that converts your buyer’s words into a personalized business case that helps you get champions in your corner.
Key quote: “A fast, fail-safe way to make sure that your writing resonates with the person that’s receiving it is to use the language of the people that you’re talking to.”
Where to find him: LinkedIn | Blog
Episode Highlights
Inflection points from the show
[0:52] Why narratives help: Nothing gets done in enterprise without a narrative to back it. Brandon and Nate explain the importance of crafting a strong narrative.
[6:35] The best narrative framework: Nate breaks down the four parts of his successful narrative framework: the problem, the approach, the pay-off, and the investment.
[13:07] PR/FAQ Framework: Another framework that helps hone your sales process is a PR/FAQ. You’ll write a one-page press release and the answers to common questions, making your solution easy for executives to understand.
[18:31] Driver tree framework: The driver tree framework enables sellers to bridge the problem and solution using the language of what drives key metrics for the buyer.
[23:53] Knowing your customer: The best way to earn your seat at the table is to enter the conversation that’s already playing out in your prospect’s mind.
[28:31] Outlining two paths: Use your narrative to outline the two paths your prospect faces: one if they let the problem continue and the other where they choose your solution and reap the benefits.
[29:26] Improving your writing: Instead of starting with a blank page, start with someone else’s writing and make it better. Plus, Nate and Brandon offer a few additional tips for enhancing your writing skills.
[39:03] Empathy in sales: Writing is an efficient way to practice empathy and bring the human element back to the sales process.
[40:18] Rules of writing: Nate and Brandon offer their top writing tips, including not editing while you write, avoiding complicated words, and always putting your bottom line up front.
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