Sales storytelling training is a valuable skill that can help you connect with your prospects, build trust, and persuade them to take action. In this article, you will learn how to craft a compelling sales story that resonates with your prospects and aligns with your sales goals.
Stories are powerful tools that can influence how people think, feel, and behave. They can capture attention, evoke emotions, and create memorable impressions. In sales, stories can help you differentiate yourself from the competition, demonstrate value, and overcome objections. By telling stories that relate to your prospects' challenges, aspirations, and motivations, you can show them how your solution can help them achieve their desired outcomes.
Humans are emotional beings. Storytelling in sales, helps us to create impactful value propositions that trigger the release of neurotransmitters, and bridge the gap between logic and a Prospects emotions. Stories create memories. Memories hold emotional stock value, and help create a deeper connection with our capability to help Prospects reach a desired outcome. Check out the simple framework below. For example; Step 1: The hero - the Prospect Step 2: Their goal - to improve CSAT by 25% this year Step 3: Their obstacle - High service team attrition Step 4: The changes - new hiring and ups-killing initiative. Wrap this up in a metaphor about something/ someone retraining/adapting to new environments to create improved outcomes.
Prospects don’t care about you. They care about their problems, their experiences, their jobs, their family. Storytelling bridges that gap. It takes you out of the equation. It takes them out of the equation. A compelling story draws your prospect in, makes them feel emotion, creates logic through narrative. A compelling story moves people.
Sales storytelling matters because we're selling to people, and we humans are hardwired for story. Consider how much more relatable and enjoyable you find listening to someone whose communication style resonates with you. That's the power of storytelling. It's a skill anyone can improve, and the best storytellers are relentless in their pursuit of excellence.
A good sales story should have a clear beginning, middle, and end that leads prospects from a problem to a solution. To structure your story, start with a hook that grabs attention and makes prospects curious. Then, introduce the problem and illustrate it with data, examples, or stories from customers. Present your product or service as the best way to solve the problem, and back up your claims with evidence. Finally, call to action and motivate prospects to take the next step.
Follow the hero’s journey. Every story ever told follows that arch in some way. The evolution or outcome is the hero. Not you, not them, not your product. The transformation becomes tangible.
Put them in the story. "So with this ABC view you and your team will be able to send those reports you usually have to download and send via email automatically. Imagine your new workday where you stop downloading and emailing vs..." This is critical to helping people see the real benefit of how you can help.
What's worked for me is to ask more questions first, rather than just coming out with your pitch. Next, you listen carefully in their responses. The more questions you ask, the more they will reveal the pain points they're experiencing that led them to meeting with you. From there, choose a story from your experience and tailor your response so your solution solves those pain points they mentioned.
In order to make your sales story more effective, you need to tailor it to your prospects' specific situation and preferences. To do this, you should start by researching their background, industry, challenges, goals, and pain points. During your sales conversation, ask open-ended questions to uncover their needs, wants, and motivations. Additionally, use the words and phrases they use to describe their situation, problem, and solution. Furthermore, focus on the value your solution can bring to them, such as helping them achieve their goals and overcoming their challenges. Highlight the unique value proposition and competitive advantage of your solution to persuade them to buy from you.
Put simply: Meet your prospect where they are. Learn their struggles, speak their language, walk in their shoes. Would you listen to yourself if you were in their position?
Tailoring your sales story to your prospect is crucial, and a key aspect of that is focusing on their pain points and goals. When you can understand their unique situation, you can speak directly to their needs and show empathy for their challenges. This not only builds trust and credibility, but allows you to tailor your story to emphasize the value propositions and benefits of your solution that specifically address their concerns and enable them to achieve their goals.
Delivering your sales story with confidence is essential for sales success. To do this, practice your story several times until you feel comfortable and confident. Be authentic and use your own voice and words to tell your story. Show your enthusiasm and excitement for your solution and how it can help your prospects with a positive and energetic tone, gesture, and facial expression. Additionally, be flexible and prepared to adjust your story according to your prospects' needs, questions, and objections. You can also use stories to handle objections and overcome resistance.
Practice, practice, practice and don't start the night before to begin. (Don't be shocked, some do wait) I often work on my skills as I commute, shower and even just standing in front of a mirror. Each time as I refine it, I get more confident.
Be prepared to go off script. Practice is great, but no conversation ever follows the script in your head. The best sales people remain agile. Your plan is just that, a plan. It’s fluid, it’s a conversation. Listen to your prospect, pivot when necessary.
Sales storytelling is a skill that you can learn and improve with practice and feedback. To enhance your sales storytelling skills, you can read and listen to stories from various genres, sources, and formats. Analyze how they use different elements, such as characters, plot, conflict, and resolution, to create engaging and persuasive stories. Additionally, you can write and tell stories regularly, using different prompts, such as your personal experiences, customer success stories, or industry trends. You can also learn from other sales professionals who are good at sales storytelling. Observe how they use stories to connect with their prospects, demonstrate value, and close deals. Ask them for tips, advice, and best practices.
Mention the word "roleplay" and we all groan and grudgingly sit across from another person or on video call and practice our presentations. It can feel so awkward yet it can be so helpful. Would you rather test your story telling skills in front of a colleague or a prospective new client?
Learn how to listen. Most people hear just fine, but listening is a little more complicated. Listening requires intentionality. In business, effective listening separates mediocre performers from high performers.