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Stories capture the attention of the audience, motivate individuals and groups to take action and consistently build trust and rapport with the readers. Start here to learn this valuable, timeless skill and begin selling through storytelling immediately.
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Why Good Storytelling Beats Good Selling
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Some reps are convinced they can’t sell a new
product.
The next day, another rep does just that.
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Why is this?
How can some reps be so effective and assertive, and
others so passive?
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Confidence and belief are certainly big parts
of the equation.
The other part:Exceptional Storytelling
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You might wonder how exactly stories apply to the sales process.
How can storytelling
improve your number at the end
of the quarter?
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A well-told, captivating story can affect listeners on multiple
levels.
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Not convinced you’ve got what it takes to be an effective storyteller?
Download our Guide to Better Storytelling
for tips on selling with stories.
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6 Benefits of Exceptional Storytelling in Sales
Benefits of Exceptional Storytelling
in Sales
Motivate individuals and groups to take
action
Build trust and rapport
Make data and facts sing by becoming applicable, interesting, and relevant
Infuse information with “stickiness” to improve
retention.
Transform beliefs and change
minds
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How stories stimulate the emotional side of our brain
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When we listen to a standard presentation or boring lecture,
the Broca’s area of the brain is stimulated.
This area deals with language and logic.
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In contrast, when we are told a story with rich meaning and visual cues,
things change dramatically.
Both the right and left sides are activated.
The right side (creative side) is engaged and stimulated.
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Storytelling in business…
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As a sales rep, you have many different tools in
your toolbox.
Similarly,
a variety of different stories can be told to convey a
point.
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Using the correct story type can help
elicit the action or feeling
you want from a customer.
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Here are 4 of the most common types of stories
told in business…
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Communicate your vision and inspire others to act.
Vision Stories
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Demonstrate who you are to people and create that crucial connection.
‘Who Am I’ Stories
Customers will know you’re the type
that goes above and beyond when they
hear how you saved those kittens from
the lake.
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Inform listeners of your intentions up front and create trust.
‘Why am I here’ Stories
Customers might actually become more receptive if you tell them what you’re trying to sell.
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Share knowledge and inform others.
Company Stories
To be effective these stories need a WOW moment.
You need to teach listeners something they’ve never
heard or considered.
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When to use stories
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In order for your story to be truly effective, you need to nail the timing.
A misplaced story seems
forced, awkward,
and will fall flat.
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Here are some of the best times for storytelling…
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Stories within presentations accomplish a few things:
Presentations
Grab attention
Make facts stickMake data relatable and understandable
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Sales stories can convey the true power of your product or service.
In a story, you provide context to customers and can drive points home
harder.
Use Cases (stories from the field) are particularly effective.
Selling a product or service
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This is your prototypical “Vision” story.
When well-crafted, this can be extremely effective.
Getting a team to focus and buy-in to a goal
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Elements of a Great Story
Just like a sales call, stories need certain elements to succeed.
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Elements of a
Great Story
The Hero encounters a
Stimulus.
The Stimulus leads them in the direction of resolution or
transformation..
Tension or a Conflict is exposed.
Our Hero now must maneuver challenges and obstacles.
A Crossroad where the final
transformation takes place.
In your Use Case this is where the customer purchased your solution.
The final chapter in the story is
referred to as the Moral of the Story.
The Hero has navigated the Conflict and appears transformed
in an ideal state.
Sympathetic main character,
AKA the Hero.
The audience should be able to see themselves in the hero and
the situation.
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Still think you need help?
Download the Guide to Better Storytelling
to help improve your storytelling efforts.
As you improve your storytelling, it becomes an asset to reuse down the road.
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Learn More
If you don’t have a content management process or need help optimizing your current one, Contact us to hear the rest of the story...
Email - [email protected] - 1-888-556-7338Web: http://www.salesbenchmarkindex.com
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