How do you learn from the stories of your successful customers and competitors?

1 Identify the key elements of a story

A story is not just a sequence of events, but a narrative that has a clear structure, purpose, and message. A good story should have these key elements: a protagonist, a goal, a challenge, a resolution, and a takeaway. The protagonist is the main character who wants to achieve something, the goal is what they are trying to accomplish, the challenge is the obstacle or conflict they face, the resolution is how they overcome it, and the takeaway is the lesson or benefit they get from it.

2 Find the stories of your successful customers

One of the most effective ways to use storytelling in sales is to share the stories of your successful customers who have solved their problems or achieved their goals with your product or service. These stories are also known as case studies, testimonials, or success stories. They can help you showcase the value and impact of your solution, build credibility and social proof, and address the objections and concerns of your prospects. To find the stories of your successful customers, you can ask them for feedback, interview them, or survey them. You can also use online platforms like social media, review sites, or forums to look for positive comments or reviews.

3 Find the stories of your competitors

Another way to use storytelling in sales is to find the stories of your competitors and use them to your advantage. These stories are also known as competitive intelligence, market research, or benchmarking. They can help you understand the strengths and weaknesses of your competitors, identify the gaps and opportunities in the market, and position yourself as a better alternative. To find the stories of your competitors, you can use online tools like Google Alerts, social media monitoring, or industry reports to track their news, updates, or announcements. You can also use secret shoppers, referrals, or surveys to get insights from their customers or prospects.

4 Analyze and adapt the stories

Once you have found the stories of your successful customers and competitors, you need to analyze and adapt them to fit your purpose and audience. You need to identify the key elements of each story, such as the protagonist, the goal, the challenge, the resolution, and the takeaway. You also need to consider the context, relevance, and emotion of each story, such as the industry, the problem, the solution, and the outcome. You need to tailor the stories to match the needs, interests, and pain points of your prospects, and highlight the unique value proposition of your product or service.

5 Deliver the stories with confidence and clarity

The final step is to deliver the stories with confidence and clarity to your prospects. You need to choose the right time and place to tell the stories, such as during the introduction, the discovery, the presentation, or the closing stages of the sales process. You need to use the appropriate language and tone to tell the stories, such as simple, concise, and engaging words, and positive, enthusiastic, and empathetic voice. You need to use the proper body language and gestures to tell the stories, such as eye contact, facial expressions, and hand movements. You need to practice and rehearse the stories before you tell them, and get feedback and improve them after you tell them.

Learning from the stories of your successful customers and competitors can help you improve your storytelling skills and boost your sales performance. By following these tips, you can create and deliver captivating stories that connect with your prospects and persuade them to take action.