The power of storytelling in sales

For me the most logical follow up to the previous post about ‘persuasion’ in sales is storytelling in sales.

That’s sales and marketing in a nutshell – influence or persuasion and storytelling.

As a salesperson, your primary goal is to convince potential customers to purchase your product or service. We know this isn’t easy as customers are often hesitant to spend money on something they’re not sure they need. Add in all of the numerous internal biases that humans have to contend with and it gets harder. One of the most effective ways to overcome this hurdle is through the use of storytelling in sales. By sharing stories, metaphors, illustrations,  that highlight the benefits of your product or service and the potential outcomes, you can create a powerful emotional connection with your audience and increase your chances of making a sale.

Imagine being able to sell your product or service without having to push or persuade your customers. Instead, imagine being able to inspire and motivate them to buy with the power of storytelling. This is the power of storytelling in sales.

As humans, we have an innate love for stories. Stories are a way for us to connect with one another and to make sense of the world around us. Stories have the power to move us, inspire us, and change us. This is why storytelling has been used in marketing for centuries. In fact, some of the most successful companies in the world, such as Nike and Coca-Cola, are known for their storytelling.

In sales, storytelling is a powerful tool that can help you connect with your audience on an emotional level. When you share stories about your product or service, you create a narrative that your customers can relate to. This narrative helps them understand the value of what you’re selling and how it can improve their lives.

What is Storytelling in Sales?

Storytelling in sales is the art of using stories to communicate the benefits of your product or service. These stories can be personal anecdotes, case studies, or even fictional narratives. The goal is to create an emotional connection with your audience that helps them see the value in what you’re selling.

Why is Storytelling Important in Sales?

Storytelling is important in sales for several reasons. Firstly, stories help to create an emotional connection with your audience. When you share a story, you’re not just communicating information, you’re also creating a shared experience. This shared experience helps to build trust and rapport with your audience.

Secondly, stories help to illustrate the benefits of your product or service. Instead of simply listing the features of what you’re selling, you can use stories to show how it can improve your customer’s life. This helps your audience see the value in what you’re selling and can make them more likely to buy.

Finally, stories are memorable. People are more likely to remember a story than a list of features or benefits. This means that your audience is more likely to remember your product or service and consider it in the future.

How to Use Storytelling in Sales?

To use storytelling in sales effectively, you need to follow a few key principles. Firstly, you need to understand your audience. What are the biggest challenges that they are facing right now and potentially in the future? What motivates them? What are their goals? Once you understand your audience, you can tailor your stories so that they will resonate with them.

Secondly, you need to choose the right stories. Your stories should illustrate less of the benefits of your product or service but more about the consequences and feelings generated by your product and service and in a way that your audience can relate to.
You should also choose stories that are memorable and engaging – think metaphors or old fables and myths. I think the Irish are blessed with the ability to tell stories having benefited from generations and generations of spoken word.

Finally, you need to deliver your stories effectively. You should practice your stories so that you can tell them naturally and with confidence. Record your self, write scripts, change, correct and keep going Use images, video as well as text – but not just text. Get ready to tell the story without any visual aids

If you are really into fine-tuning your story telling there are many great resources that you should consider – from starting with any of the following:
– Building a brand story, Donald Miller
– Storytelling: Master the art of telling a story, Chase Barlow
– Houston, We have a narrative: Why Science needs story  Randy Olsen
Another great resource is an American marketeer called Park Howell – he has an excellent methodology that can be applied to your pitching – his podcast is great too…I had him on Episode 17 of The Shift Control Podcast, way back – listen here

Thanks for reading