I’m a salesperson and sales storytelling is one of my sales strategies. I’m proud to be in sales more than anyone else, because regardless of how good the product or service might be it has to be sold. Once the product is sold, the money gets circulated driving the economy. Are the sales people the driving force behind the economy?
There are millions of good products across the globe, that common people are not aware of. The success of a product or service, depends on the reach. Then, you need someone who could persuade with the same effectiveness as the inventor could. There comes the salesperson, who could take the products to the public and educate them on what these products could do to customers, how to use them and then enlighten the inventor or product developer on how to make a profit. With the emergence of social selling and ecommerce platform, the job of salesperson has become more challenging. Thus, the salesperson can use techniques such as stories to sell a product or sales story. Let’s discuss what’s sales storytelling.
A sales story is any story that earns you a sale and retain the customer. That’s it. The sales stories can be used in any phase of the sales process, from stories you tell yourself prior to the sales call, to building rapport with the buyer, to the sales pitch itself, to negotiating price, to closing the sale, and even after the sale to manage the customer relationship.
Unlike other communication, storytelling is unique in a way that helps you build a mutual relationship with your customer and capture their attention. It connects with the decision-making areas in your buyer’s brain and makes you and your product easier to remember.
Sales storytelling help to outsmart the competition and let you be more original. The original stories are contagious and spread by word of mouth. This eventually increases the value of your product or service.
Why sales storytelling is a master sales tool?
MAKES THE BUYER RELAX AND JUST LISTEN
It’s similar to the response college students have when the professor stops writing formulas on the board and starts sharing a personal anecdote or analogy. The students relax their shoulders for a minute, stop taking notes, lean back in their chairs, and just listen. Storytelling works well precisely because it doesn’t sound like a sales pitch to a buyer, just like a story doesn’t sound like a lecture to a student. So in both cases, the buyer and the student open up their minds and just listen.
STORIES HELP BUILD STRONG RELATIONSHIPS
In a country like India, most sales are more linked to relationships. Storytelling builds trust, which is the foundation of strong relationships.
STORYTELLING REACHES THE PART OF THE BRAIN WHERE DECISIONS ARE ACTUALLY MADE
Much of the cognitive science in the past two decades tells us that human beings often make subconscious, emotional, and sometimes irrational decisions in one place in the brain, and then rational and logical decisions in another place. So you need to influence the buyers emotionally rather than just using facts.
STORIES ARE EASIER TO REMEMBER
Anything in the form of stories like embedding some facts in a story, are easier to remember than the facts alone.
STORYTELLING ACTUALLY INCREASES THE VALUE OF THE PRODUCT YOU’RE SELLING
It is possible that the products with some story can fetch higher value than the same products with a simple description on Amazon or ebay.
SALES STORYTELLING HIGHLIGHTS YOUR MAIN IDEA BY MOVING IT TO ANOTHER CONTEXT
Invent your own case-studies and analyse the offering from different standpoints. Why wait for prospects to raise questions?
STORIES ARE CONTAGIOUS
A great story can travel around the world, on the contrary a great sales pitch stays in the room. Salespeople are rarely able to reach all of the decision makers at once. This is where stories are useful, because they more readily spread from client to client.
STORYTELLING GIVES YOU AN OPPORTUNITY TO BE ORIGINAL
Let’s face it: most professional buyers have seen it all. They’ve heard them from you, your competitors, and the last two people who had your job. People are yearning for someone to tell them something they don’t know already. Your story lets you give that to them.
YOUR BUYERS WANT MORE STORIES FROM YOU
Stories tell you a lot about the company trying to sell you something. Why they do what they do is sometimes as important as what they do. And the story communicates that in a far more memorable and compelling way.
SALES STORYTELLING IS MORE FUN THAN DELIVERING A CANNED SALES PITCH, FOR YOU AND THE BUYER
If you think delivering a monotonous, canned sales pitch is boring, how exciting do you think it is to be on the receiving end of one? Storytelling keeps the conversation organic.
Sales Storytelling humanizes us and therefore creates more meaningful bonds. It makes us laugh and can make us cry. Storytelling delivers surprises that open our eyes and describes awkward moments that make us cringe. Storytelling is the most natural and enjoyable form of human communication.