How do you use stories to sell over the phone?

1 Why stories work

Stories are powerful tools for communication, because they engage multiple parts of the brain and trigger emotional responses. When you tell a story, you activate the sensory and motor cortex, which helps your listener imagine the scene and feel the action. You also activate the limbic system, which regulates emotions and memory. This means that your listener is more likely to remember your message and associate it with positive feelings. Stories also create a sense of empathy and trust, as you share your experiences and perspectives with your listener.

2 How to structure your stories

To make your stories effective, you need to follow a simple structure that has a clear beginning, middle, and end. The beginning should set the context and introduce the main characters, such as yourself, your customer, or your product. The middle should present the problem or challenge that the characters face, and how they overcome it with your solution. The end should show the results or benefits that the characters achieve, and how they feel about it. You can use the STAR method to structure your stories: Situation, Task, Action, Result.

3 How to deliver your stories

To deliver your stories, you need to use some techniques that will make them more engaging and convincing. First, you need to tailor your stories to your listener, by choosing relevant examples and using language that they understand and relate to. Second, you need to use descriptive details and sensory words that will paint a vivid picture and appeal to their emotions. Third, you need to use vocal variety and pauses to emphasize key points and create suspense and interest. Fourth, you need to ask questions and check for understanding to involve your listener and get feedback.

4 What types of stories to use

When selling over the phone, there are various types of stories you can use, depending on your purpose and stage of the sales process. For example, origin stories explain how and why you or your company started, what values and vision you have, and what problems you solve. These can be used to introduce yourself and your brand, as well as to establish credibility and rapport. Success stories showcase how you or your product helped a customer achieve a goal or solve a problem, demonstrating value and proof, and helping to overcome objections and doubts. Lastly, future stories describe how the listener's situation will improve or change after using your product or service; these help create desire and urgency, enabling you to close the deal.

5 How to practice your stories

To perfect the art of storytelling, you should practice your stories regularly and refine them based on feedback and results. You can write down your stories to review their clarity, relevance, and impact. Additionally, you can record yourself telling your stories to listen for tone, pace, and emotion. Furthermore, ask a colleague or a friend to listen to your stories and provide constructive criticism and suggestions. Finally, test your stories with real prospects and customers to measure their response and conversion. Using stories to sell over the phone is an effective way to stand out from the competition, connect with prospects, and persuade them to buy. With these tips in mind, you can craft and deliver compelling stories that will improve your sales performance and customer satisfaction.