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How do you use storytelling to communicate value and create urgency?

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Storytelling is a powerful tool to communicate value and create urgency in sales. It can help you connect with your prospects, show them how your solution can solve their problems, and motivate them to take action. In this article, you will learn how to use storytelling to improve your sales effectiveness and sales strategy.

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1 Why storytelling matters

People are wired to respond to stories. Stories engage emotions, stimulate imagination, and build trust. They also make complex information easier to remember and understand. When you tell a story, you are not just presenting facts and features, you are showing your prospects how your solution can transform their situation and make them feel.

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Phil Neil

8-Figure Exit serial entrepreneur now Managing Director of a $500M VC fund—Committed to Mastering the Entrepreneur's Journey While Winning Father of the Year | Advising Founders on Business Growth and M&A
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Stories matter, because they are how our brain is wired to learn. We are social creatures: everything makes sense in a social context. Stories leverage this powerful truth, as well as another very important mechanism: we are emotional creatures. We decide emotionally, we justify rationally. Stories influence both principles to help your audience understand and love your message. In a world where our neocortex has the attention span of a fly, we must dig deeper to really captivate and connect with our audience.

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Michelle Haney Bender, MAOL

Regional Account Manager, Neurology Southwest Region- AZ, NM, NV, and El Paso.
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Storytelling has been used for centuries to encode content into long-term memory within the brain. When information has meaning, is relatable and is applicable, it becomes more accessible for practical application. It makes sense to apply this principle when trying to appeal to customers; a win-win for them, they will engage and apply the information all on their own.

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2 How to craft a compelling story

In order to craft a compelling story for your sales pitch, it is important to understand your audience and identify your value proposition. Depending on your goal and context, you can choose from different types of stories, such as case studies, testimonials, analogies, metaphors, or personal anecdotes. Moreover, you should follow the STAR framework by describing the situation and task faced by your character, the action taken with your solution, and the result achieved. Lastly, you should highlight the contrast between the before and after scenarios to emphasize the value and impact of your solution. A good story has a clear structure, a relatable character, a relevant challenge, a satisfying resolution, and a strong message.

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James Milano

3x President’s Club Winning Pharmaceutical Sales Trainer - Migraine Brands - Neuroscience Specialist
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Let’s not over-complicate things. These classic principles can be applied to a 90 second story or a 90 minute story and can be adapted for business. 1. Character Development: Ensure your protagonist undergoes growth and transformation throughout the narrative. 2. Pacing: Balance exposition, action, and reflection to keep the story engaging. 3. Conflict: Introduce compelling conflicts and raise the stakes to keep the audience invested. 4. Themes: Use the resolution to reinforce key themes and deliver a meaningful message. 5. Emotional Impact: Aim to evoke emotions and create a connection with your audience. Master this and you’ll create narratives that resonate, inspire, and leave a lasting impact.

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3 How to deliver your story effectively

Delivering a story effectively requires the use of simple and vivid language, adapting to your audience, being authentic and credible, and engaging your audience. To do this, avoid jargon and technical terms, and use words that evoke images, emotions, and senses. Additionally, tailor your story to suit your prospect's level of knowledge, interest, and personality. Make sure to tell the truth and use real data and evidence. Consider sharing your own experiences and emotions if relevant. Invite your prospect to participate in your story by asking questions, soliciting feedback, and using gestures and eye contact.

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4 How to create urgency with your story

When crafting a story, one of the main objectives is to create a sense of urgency in your prospect. To do this, you need to demonstrate the cost of inaction and the benefit of action. Explain what will happen if your prospect does not solve their problem or take advantage of your solution, and quantify the impact in terms of time, money, or quality. Additionally, highlight any limited availability, deadlines, discounts, or incentives that make your offer more attractive and exclusive. Share testimonials, reviews, or ratings that show how others have benefited from your solution to further emphasize the value of your offer. Ultimately, end your story with a call to action that prompts your prospect to take the next step.

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5 How to improve your storytelling skills

Storytelling is an essential skill that can be honed through practice and feedback. To become a better storyteller, you should read and listen to different types of stories to gain insight into their structure, delivery, and reception. Additionally, you should experiment with different topics, angles, and techniques while writing and telling stories in different contexts. Lastly, it’s important to get feedback from peers, mentors, or customers and use it to refine your content, structure, and delivery. Doing so can help you communicate value and create urgency in sales by crafting compelling stories that resonate with your prospects.

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Phil Neil

8-Figure Exit serial entrepreneur now Managing Director of a $500M VC fund—Committed to Mastering the Entrepreneur's Journey While Winning Father of the Year | Advising Founders on Business Growth and M&A
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I've studied professional story tellers. I love telling stories to my kids and wanted to hit two birds with one stone. There's great course (from the learning company) taught by Hannah B Harvey PHD called "The Art of Storytelling: From Parents to Professionals". cost a credit on audible :) Key takeaways to start with: - Manage your tonality - Leverage silence - Bring in your audience - Stories go beyond words, they use the whole communication spectrum, from verbal to none-verbal. - Build your story book Remeber to enjoy learning and improving! It's a gift to be drawn to a subject and progress!

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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 use storytelling to communicate value and create urgency?

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1 Why storytelling matters

2 How to craft a compelling story

3 How to deliver your story effectively

4 How to create urgency with your story

5 How to improve your storytelling skills

6 Here’s what else to consider

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