Want To Sell More? Become A Master Storyteller
People usually don’t remember facts, figures, or sales presentations. People do, however, remember stories.
So why aren’t we telling more STORIES in our selling process?
Here’s why stories work:
- They’re personal. Most people can relate to a good story, especially one that relates to their particular situation.
- They’re third-party in nature. When you’re telling a story about someone else, it’s a tacit endorsement from someone other than you, which has more credibility.
- They’re reassuring. No one wants to be the only one that has ever been in a particular situation. Stories about others that have been in that same place allow people to be more at ease.
Stories work especially well when answering an objection someone has to your product or service. Here’s an example: “There’s no way I can justify paying that kind of price for what you’re selling.” You might counter with an opinion right away, but it’s just your word against hers. If you counter with a STORY of another client of yours who thought the very same thing, went ahead with the purchase anyway, and found value far beyond the price tag, your response now has credibility beyond your own opinion.
Share your stories regularly within your sales staff, and if possible, chronicle them for others to remember and use. Salespeople tell… but stories SELL!
