How do you balance storytelling and listening in a sales conversation?

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Storytelling and listening are both essential skills for any salesperson. But how do you balance them in a sales conversation? How do you tell engaging stories that showcase your value proposition, without dominating the dialogue or losing sight of your customer's needs and goals? And how do you listen actively and attentively, without missing opportunities to ask relevant questions or share insights that can move the deal forward? In this article, we'll share some tips and best practices to help you master the art of storytelling and listening in a sales conversation.

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1 Know your audience

Before you start telling any story, you need to know who you're talking to and what they care about. Research your prospects, their industry, their challenges, their motivations, and their preferences. Use this information to tailor your stories to their specific context and pain points. For example, if you're selling a software solution to a healthcare provider, you might tell a story about how your product helped another healthcare provider improve patient outcomes, reduce costs, or comply with regulations. Make sure your stories are relevant, credible, and concise.

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Javier Mirande

Ventas B2B sin SPAM | Método PACS? | Co-founder en Regrow
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En mi experiencia, contar historias es una de las mejores técnicas de conexión humana. Pero cuando se trata de ventas, debes saber cómo lograr que tu historia sea relevante, creíble y concisa. 1. Estructura clara y simple: Sigue una estructura clara en tus historias: problema, solución y resultado. Esto mantiene la historia enfocada y fácil de seguir. 2. Utiliza las pausas: Elimina tus latiguillos "ehh" y ahm" y hazte amigo de los silencios. Son muy útiles para enfatizar partes de la historia, y también son útiles para negociar. 3. Caso de éxito: Los testimonios directos de clientes satisfechos aportan autenticidad y confianza. Asegúrate de tener al menos UN caso que la haya sacado del estadio. Y que sea similar al de tu interlocutor.

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2 Use the right structure

A good story has a clear beginning, middle, and end. It also follows a logical and emotional arc that captures your audience's attention and interest. A common structure for sales stories is the STAR method: Situation, Task, Action, Result. You start by describing the situation or problem that your customer or another customer faced, then the task or goal that they had to achieve, then the action or solution that you or your product provided, and finally the result or benefit that they obtained. This structure helps you demonstrate how your product or service can help your customer overcome their challenges and achieve their desired outcomes.

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Alli Bloj

Empowering an organization’s most valuable asset - its people. | Passionate Enablement Leader | LinkedIn Top Sales Voice | Innovative Content Developer | Engaging Facilitator
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I've learned that the key is knowing when to toggle between storytelling and active listening. Tell compelling stories to make an emotional connection and illustrate value, but also pause to ask thoughtful questions, truly hear the prospect's needs, and tailor your narrative. The best salespeople balance narrative and empathy, speaking 25% of the time and listening 75%. It's an art and science rooted in curiosity and emotional intelligence.

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3 Engage your customer

A story is not a monologue, it's a dialogue. You want to involve your customer in your story, not just talk at them. To do this, you need to use techniques such as asking open-ended questions, checking for understanding, soliciting feedback, and using pauses and transitions. For example, you might ask your customer how they relate to the situation or problem that you described, or what they think of the action or solution that you proposed. You might also check if they have any questions or concerns, or if they want to hear more details or examples. You might also use pauses and transitions to create suspense, curiosity, or contrast, and to signal when you're moving from one part of the story to another.

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4 Listen actively

Listening is not just hearing what your customer says, it's understanding what they mean, what they feel, and what they want. Listening is also a way of showing respect, empathy, and interest in your customer. To listen actively, you need to use techniques such as paraphrasing, reflecting, summarizing, and confirming. For example, you might paraphrase what your customer said to show that you understood their point, or reflect their emotions to show that you empathize with their situation. You might also summarize the key points of the conversation to show that you paid attention, or confirm the next steps or actions to show that you're aligned with their goals.

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Javier Mirande

Ventas B2B sin SPAM | Método PACS? | Co-founder en Regrow
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Parafrasear y reflejar son técnicas muy útiles para mejorar la escucha activa y demostrar empatía. Pero también es necesaria la claridad al momento de pedir. Y de preguntar. 1. Las peticiones en un lenguaje de acción claro, positivo, concreto, revelan lo que verdaderamente queremos. Practica este tipo de lenguaje y esfuérzate por evitar los pedidos vagos y abstractos. 2. Escuchar activamente significa interpretar lo que nos está transmitiendo la otra persona. Por eso es importante hackear nuestro propio cerebro para aprender a escuchar para ENTENDER. Y no escuchar para responder, que es el modo por defecto en el que nos solemos encontrar.

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5 Balance storytelling and listening

There is no fixed formula for how much time you should spend storytelling or listening in a sales conversation. It depends on factors such as your customer's personality, style, and stage in the buying process. However, a general rule of thumb is to aim for a 50/50 balance between talking and listening. This means that you should not only tell stories that showcase your value proposition, but also ask questions that uncover your customer's needs, challenges, goals, and objections. You should also not only listen to what your customer says, but also share insights that can educate, persuade, or inspire them. By balancing storytelling and listening, you can build rapport, trust, and credibility with your customer, and move them closer to a buying decision.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you balance storytelling and listening in a sales conversation?

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1 Know your audience

2 Use the right structure

3 Engage your customer

4 Listen actively

5 Balance storytelling and listening

6 Here’s what else to consider

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