I personally love stories just as much as the other person. I mean who doesn’t? Ever since we were kids we were taught by stories, entertained by them and learned how to communicate using them. How fitting is it then to utilize stories in sales to covey value and our messages? I’m here to attest to you today that stories are powerful and very, very effective.
During this episode I discuss stories, why they are so important and how to use them. I also shared an example of how improper use of stories can damage a great business opportunity.
Here are some of the major takeaways:
Why are stories so powerful and when to use them:
Stories can help to shape the minds of prospects to better understand your value and message more. You can talk features and benefits all day long, but when you tell a story people are able to use their imagination and visualize what you are saying in relation to them.
The more you can convey that story and call upon the other individual to use all of their senses, the more likely you will be to truly engage your audience and make a lasting impression on them.
But a stories doesn’t have to start off with “Once upon a time”. However, in order to make your story effective, relatable and engaging.
You should have some of the following elements.
-Drama (Challenge or problem)
-Villain (Someone or something causing the problem)
-Hero (You or the champion)
To have deep impact and to persuade your audience, use data (numbers) of your clients and translate that into a story. Identify the problem, how it’s hurting their organization and offer them a resolution (your product or service). This is a classic formula to story telling. Share with them an example of what one of your clients have done.
When you share stories prospects will :
1. Find application to themselves because you brought it to their level of understanding.
2. Recognize the proof of concept because someone else has done it. (Roger Bannister Effect)
3. See you as more creditable because it sounds like you know what you are talking about/doing.
However, even though story telling is powerful, don’t tell too many. You can turn a great opportunity into a dead opportunity.
Donald is the host of the popular sales podcast,"The Sales Evangelist". He is the founder of The Sales Evangelist Consulting Firm where he helps small companies develop killer sales process to scale their business and increase growth.
Donald is also an award-winning speaker, sales trainer, and coach. He's a big fan of traveling, South Florida staycations and high-quality family time. Donald has a belief that “anyone” can sell if they have the desire and receives the proper training.