What Makes Storytelling in Sales So Powerful?
Storytelling as a sales strategy? Believe it or not, study after study shows that people are more receptive to stories than almost any other type of communication. Our brains are designed not only to crave stories but to remember them and pass on meaningful ones to others. That’s why incorporating storytelling into your sales pitch is so effective.
- Using Stories to Demonstrate Value
- Business Writing Rules for Sales Professionals – The Rules Have Changed
- Listen more, talk less – 80/20 Rule of Selling
How to use storytelling as a sales strategy
Here are the 5 keys to creating powerful stories that draw in your prospect and effectively get your message across.
Create a good story
You have already heard more than enough stories to know what makes one successful. A great story always starts with a likable protagonist who is faced with an obstacle. Through sheer determination and a little help from the product or service you are selling, the hero can overcome the challenge. Don’t forget to make your story easy to understand, and that every story needs a beginning, middle, and satisfying ending.
Know your story’s message
A fantastic story may be entertaining, but it won’t increase your bottom line if the customer doesn’t have any idea what she should do next. Always create the takeaway message before writing the story. Most writers find it much easier to build a story around a meaningful message rather than trying to fit in a meaningful message to a strong story.
Pull in your audience
Is the story going to interest your potential customer? Successful storytelling in sales depends on crafting a good tale. But is your story good enough to do that? Imagine meeting a stranger on the train who tells you the story you just created. Would it hold your interest, or would you start looking for a different seat? Simple language expressed in an engaging narrative is the best approach, but never get too caught in your storytelling and forget your purpose is to make a sale.
Don’t expect perfection in the first draft
The majority of writing is, in fact, rewriting. No one can get it right the first time. Reading your drafts aloud can help you to isolate any odd phrases or confusing paragraphs. Remember that storytelling in sales is a very different type of writing from writing other types of promotional materials. Whatever you do, do not be lazy by attempting to rework your existing sales material. It won’t work.
Make it personal
Readers and customers find the protagonist of a story much easier to sympathize with if the person reminds them of themselves. Avoid writing about one-dimensional characters. Create a hero with a name, a personality, and a practical problem to overcome. Ensure that each part of your story reflects your intended message and is carefully constructed to speak directly to your target customers by including the same hopes, ambitions, fears, regrets, and disappointments they too possess.
Learn how to craft the perfect pitch
The storytelling in sales workshop equips participants with the knowledge and application skills to plan highly engaging and relevant business pitches. Learn how to execute results-oriented pitches that demonstrate your ability and track record to solve problems so that prospects are compelled to work with your team.