the art of storytelling in sales

There’s a thin line between clever and being a sideshow. In theory, sales training should help sales professionals tell the story of their products and services in a way that compels a prospect's interest and attention. You only have a moment to grab someone’s attention and keep it. Sales stories have a profound effect on our brains and our behavior. Stories connect human beings at an emotional level. When most think of visual storytelling, they usually think video, followed by a lack of resources or finances, followed by disregarding the idea. The art of storytelling is suddenly everywhere. Sales departments put together presentations that show why their products are the best logical solutions for clients. Subjective biases are tapped and are considered when thinking. How are you utilizing storytelling in your operations? Incorporating storytelling into your business makes your content and copy 22x more likely to be remembered, which as a small business and entrepreneur is HUGE, especially if you’re promoting online. Participants cognitively retain information more completely and efficiently when taught in story form. By Sharon Gillenwater. Inspiring and educating creative entrepreneurs from around the world. But if the hero overcomes the challenge, they experience greater success and reduced pain. The Broca’s area deals with cognition and logic. Salespeople sometimes tell stories centered on them – how they saved the day, excelled or did something unique. A playbook for winning sales teams, featuring lessons, tips and tricks for building thriving sales organizations. Present the case study in story form. Your email address will not be published. But why does using a story work to make a sale? Posted on March 2, 2018 by Lisa. Storytelling remains one of the more effective techniques. In the end, the hero emerges more powerful than ever by working in partnership with you. The following two tabs change content below. Make the customers remember you by telling stories. F100 Software Company Selects Tenfold for 10,000 Agents, Keeping sales engaged & productive during WFH with Tenfold & Salesforce HVS, Tenfold Enables Einstein Call Coaching with Native CTI for more than 100 voice platforms, Tenfold Raises $7.5M in Series C Funding from A16z, Salesforce & Next Coast Ventures, Avaya & Tenfold Enter Strategic Partnership for Leading CRMs, pushing information down people’s throats, 65 to 70 percent of information shared through stories, Is Your Sales Team Ready to Take Advantage of Salesforce Einstein Call Coaching? When you listen to a story, you put yourself into it. Generating more interest in your product or service. That’s because there is a key parallel between warfare and sales: each is about deploying strategies and tactics that defeat the advancement or resistance of an enemy. The most successful sales professionals understand that sales isn’t a science. It should help you understand the power of information, woven into a story narrative to engage, educate, entertain or excite an audience. Since the sales process is very rarely a one-call affair, you want to stay on your prospects’ minds. Use the experiences of your other clients, preferably in the same industry, to tell the story of how your product improves business. A major challenge will be the need or pain point your product or service is designed to address. In fact, these essential business facets are needed now more than ever. There are many sales tactics and techniques that you can use to bolster sales and increase profit. After all, we’re reluctant to say “yes” to a sales rep who seems like their driving motivation is to make a commission. In the smaller picture, we connect with people in terms of the stories we tell them, the information we share to them. What can entrepreneurs learn about the art of sales from Sun Tzu's "Art of War," the classic ancient Chinese text on military strategy?A lot. Sales Funnels and The Art of Storytelling by Kaizen Sigma, LLC | Sep 10, 2018 | Beginner Basics The digital revolution has changed the way of doing business, imposing certain rules that, if followed, can … Read the blog to learn more about using storytelling in your business to build trust and make sales. Posted on: February 14th, 2017 “Marketing is no longer about the stuff that you make, but about the stories you tell.” – Seth Godin . See, selling has moved far away from the days of pushing information down people’s throats and employing borderline shady techniques to close sales. Illustrating possibilities (E.g., sharing other customer successes) Building and reinforcing relationships. Your stories should be actionable, so make sure you have a goal in mind with each story. Welcome to our community, we are so grateful to have you here with us. And let me tell you that it is 100% true! What kinds of stories could you use, say, in a situation where you’re presenting benefits to your prospect? This goes back to childhood, when the most basic request we made as kids, besides …  Remember that fiction is an amazing tool to tell the truth. Here are five you want to avoid: Focusing on you. Stories are a great leap from dry presentations, but don’t make your stories dry! You just need to develop a keen eye on information that will figure in neatly along your stories. Press Enter / Return to begin your search. The Art of Storytelling in Sales Sales isn't a science; it's an art form. Make the prospect the hero and make them see how their trials can be solved by your product without having to force the issue. Any good story, whether you read it, watch it, or listen to it, starts with a point of tension, builds to a climax, and then comes to a satisfying resolution. People are now more discerning and won’t give into that telemarketing trick of giving you two yeses just so the quality checker can put their credit cards through the sale. Maybe you’ve never considered how useful telling a story can be in reaching another person, and that’s OK. Lots of salespeople don’t think about storytelling in this way. Keep them relatable; your listener is the hero, not a superhero. Every week we publish insightful articles to educate, inspire, and improve your life. Author of Amazon #1 bestseller Rebirth of the Salesman, Cian is a regular sales and marketing commentator in the mainstream media. Yup. You’re so animated that you miss the moment your lead’s eyes glaze over, until it finally becomes obvious when they glance at their watch. Practice them on colleagues if possible. A story takes the complex and makes it easy to understand—and easier to retell to someone else, too. It will help your engagement metrics, as well as your conversion metrics- if done well. See, the call to action should be strong and authoritative. Make sure it’s appropriate and relatable to the customer. For sales, that story comes in … Recently I have been participating in the One Funnel Away Challenge by Clickfunnels... A big part of what they taught in the challenge was how to write … There’s no shortage of experience on the side of your company and that of your prospects. Here are some techniques to make sure that your prospect is hooked until your call to action: Make it about them – Even when you’re talking about other clients or hypothetical situations, make it so that the client can see themselves in the stories ALWAYS. This is exactly why stories are so powerful. When facts and data are framed within a compelling story, you will hold the listener’s attention and help them connect bits and pieces of the story to their context. Tell them about the initial doubts that your other clients had and how those doubts were completely arrested when the product was onboarded. The Art of Storytelling in Sales. During a presentation or even a dragging pitch, the Broca’s area of the brain is e. The Broca’s area of the brain is stimulated during a presentation or even a dragging pitch. This results in better retention—something we want in our prospects. Why Sales Stories Sell. The way you position your brand and your product in your stories is essential in getting that yes. This is just as real to salespeople who are selling high-ticket products and long-term subscriptions. Read writing about Storytelling in The Art of Sales. If you feel you’re a less than accomplished storyteller don’t fluff this off as unimportant. It really is something that a sales professional needs to think about and practice prior to usage. This is really very good piece of information. From movement to language processing to … When demos and even just conversations are comprised of stories, the human brain is gripped. Thinking of sales enablement in the context storytelling, sales tools help with volume and quality. We remember them. The faster you become relatable, the better. Keep stories straight to point – No need to be flowery and overly literary! By telling a story, you’re actually getting your listener to think, and feel, the way you want them to. There is no substitute to understanding the situation of your prospects. Conveying/delivering complex ideas more easily. Tell More, Sell More: The Art of Storytelling. Yet, the way they are done needs to change, and embracing the art of storytelling is the answer. Storytelling has existed long before recorded history. One way to do that is to use storytelling to make holiday sales. Like we said, it should be right both in the logical and emotional sense. Brands will have to pull out all of the stops to stand out from the crowd. Imagine. The Art of Storytelling in Enterprise Sales. Let the details speak—what improved in your clients’ lives, how much did they save, what did they thank you most for. What does this mean? Use humor – Great timing is a gift. Second, it makes the complex more relatable. Third, it helps people visualize themselves with you. When this happens, emotions and logic are in play. Storytelling caused an increase in productivity of 10% at ROCHE and an increase in employee satisfaction of 20%. And now you too can embrace the art of storytelling and increase your sales phenomenally. You’re sitting in the office of your sales lead, gesturing excitedly as you explain how your software can make their company run 42 percent more efficiently. Sales And The Art of Storytelling Published on January 24, 2017 January 24, 2017 • 194 Likes • 45 Comments. They want nothing more than assurance that your product already became a success story. Never thought so may factors involved in for good sales person. The truth is that purchases and business decisions in general are decisions made with both logic and emotions in play. Sales professionals may be smart to bring up pain points and prospects’ experiences as they discuss benefits—but nothing will work better than a story. The Art Of Storytelling In Enterprise Sales April 10, 2012 People who start their tales with an audience of one, and end up attracting an audience of many, usually to garner a laugh, preach a sermon, or set up a sales … If you prepare well, you’ll get the points across succinctly. If you think these are enough, you are probably getting a low close rate. Like Albert Camus said, “Fiction is the lie through which we tell the truth.” So stick to realistic scenarios and make it as detailed as possible within the realm of what’s logical. In telling a good story, you’re describing your product or service and how to meet the listener where their pain points live. ” Tell a story by email (and see if they click and read it). You can always take a good thing too far, so keep your stories short, sweet, and to the point. But if you follow the tips I’ve outlined above, you can master this art and begin to see the positive impact it has on your sales. If you have it, don’t afraid to make your prospect laugh here and there. You don’t want to focus entirely on your product or service, no matter how amazing it might be. Do not overstate! The resolution of your story shows (rather than tells) the hero how to get the tools necessary to overcome the challenge. It’s just that the nature of … Use imagery – Learn to tell stories that paint scenarios. Why Storytelling Is A Must-Have Inside Sales Skill. Just don’t overdo it! Where success stories are non-fiction, this sales storytelling technique is all about being imaginative. A salesperson who knows how to use storytelling to engage and lock in a prospect is one who can close by making prospects feel. Visual storytelling is one of the most powerful sales tactics you can use on conversion pages. For few people, it is like a cake walk, and for some, it can be a challenging task. You probably know the phrase, 'Facts tell, stories sell'. You’re using a story to express the value of what you have to offer, but in a way that focuses on the solution you’re offering and not the product you’re selling. If you do it right, you’ll be poised to have a meaningful conversation with an engaged listener — and a potential sale. A good salesperson knows how to talk; a great salesperson knows how to tell sales stories. Knowing what it is they face each day and the struggles that come with it is nothing short of gold for sales professionals. Salespeople have a bit of a reputation. It’s very important to know your product inside and out, and be able to pair the features with the scenarios clients face everyday in their business. Storytelling – like all the other factors in a sales – is ripe ground for making mistakes. Learn how your comment data is processed. If after the call they are in a situation that was similar to one that you mentioned in your story—say, you’re selling information security software and there was a report of an attempt to breach their server’s security—guess what will come to their mind? Sales stories must be centered on another hero – the one your … Stories help you connect with the audience, so it just makes sense that narratives are huge in the marketing world. Then, they’ll want to be the next one. Here’s how to use the art of storytelling to boost your holiday sales this … Mastering the art of the story, however, could be what propels your sales … The newest iteration of MiFID almost triples the amount of data firms are required to report against... Storytelling is a must-have sales skill. They need to be storytellers. You stop being a neutral third party observing from the outside. Successful inside sales professionals know how to use available information and bring them to life through stories. Experience is powerful—even when it’s not yours. Take some time to perfect your craft. They don’t care about what you’re selling: They care about their own needs and how those might be met more effectively. Marketing and sales are far from dead and buried. Simply put, people love stories. Telling your own stories and sharing experiences goes a long way, but it might be easier said than done for some of us. Of course, the shoo in is in marketing. This site uses Akismet to reduce spam. These stories help us to engage one another, to build fellowship, create trust and give reassurance which are all vital for sales people to succeed over time. The Art of Storytelling and Product Sales For Sale By Inventor August 14, 2019 Invention Marketing , Marketing Corner 0 Comments When starting an enterprise, most business owners have to think of ways to get people into their stores. Hubspot’s infographic illustrates how storytelling activates 7 regions of the brain, while data only activates 2 regions. Believe me, your prospects want to hear this! That cartoon you were watching when you were five. We’re not writing an epic, we just want to hook the prospect. When listening to stories with rich imagery and meaning, the brain is stimulated as a whole. His blog was voted one of the Top 50 Sales Blogs for the fourth year running, and his book was voted one of the Top 50 Sales Books for the third year running by Top Sales World. Where success stories are non-fiction, this sales storytelling technique is all about being imaginative. Required fields are marked *. 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Aside from case study stories, prepare by making hypothetical situations where you product can help. Maybe you’ve never considered how useful telling a story can be in reaching another person, and that’s OK. Lots of salespeople don’t think about storytelling in this way. And every product or service has one to tell. Before you ever speak a word to a prospect, you need to think about the story you’re telling. Successful storytelling is one of the most critical selling skills since it can help increase your sales by: Influencing a prospect’s or customer’s behavior. Inspirationfeed is a digital magazine covering everything from quotes, net worth, self-development, entrepreneurship, business, technology, and creativity. To be effective in making sales, it helps to be a great storyteller. Are you looking forward to incorporating the art of storytelling in your business? This course delves deep into the ages-old art form of storytelling in which people pass on nuanced messages to one another in the form of stories or tales. It’s just natural that they will recall your story and not a dry pitch from another salesperson. All rights reserved. Your email address will not be published. People are much more likely to do business with someone they feel they know. Worth reading. Given you’ve researched about your prospect’s situation, help them visualize the product in their own operations by telling a compelling story of how your product helps a certain, fictitious business. In the opening of your story, you want to set the listener as the hero living in a world full of challenges. Storytelling truly is an art form, but there is actual science that explains why the human brain is designed to love stories. Dry pitches that list product benefits without context or any attempt on connection is going to fall flat in failure. If you want to sell, you have to learn the art of storytelling. Volume – Tools that enable your reps to reach and engage with a wider audience. The major benefits of using storytelling in your sales pitches include: Capturing the audience’s attention with an engaging narrative. The London School of Business did a study on this and it confirmed what was experienced by people who’ve been using storytelling as a means to transfer information and convince people. Examples of these include autodialers and email automation. Mastering the art of the story, however, could be what propels your sales technique to the next level. Recently, within the space of two weeks, I attended three different sold-out storytelling events. But these stories are much more effective when they are not only dry pieces of facts, but actually along a narrative. Take the prospect through the process. Big and small brands use storytelling to pull in people, so why don’t we use that technique in sales. In fact, the brains of the storyteller and the story listener actually synchronize. Stories. Tenfold Enables Einstein Call Coaching with Native CTI for more than 100 voice platforms, How to Create a Culture of Customer Success Within Sales Teams: 19 Leaders Share Their Top Tip, Also, sales stories are stories, they should be structured like so—with a beginning middle and end.Storytelling extraordinaire Kambi Crews says, “The. Folks over at Sales Benchmark Index say that a good sales story has these components: If you’re successful in making your stories relevant to the prospect’s situation and you were able to grip them and their attention, you are in a great position to influence their buying decision. Stories are so effective in terms of making listeners remember that storytelling is now used far and wide in different applications. That story grandma told you when you were seven. © 2021 Inspirationfeed. Sales Storytelling is more of a practiced art than most understand. In training, storytelling is becoming a respected technique that’s recognized for its effectiveness. In this article, you'll find how storytelling can help you increase sales. Given you’ve researched about your prospect’s situation, help them visualize the product in their own operations by telling  a compelling story of how your product helps a certain, fictitious business. This is where your call to action comes into play, and it should be clear yet expressed as part of the overall story. Heck, you probably still have some recollection of that story about how Alexander Graham Bell invented the telephone. To be effective in making sales, it helps to be a great storyteller. However, being armed with all the features, numbers and tailor-made benefits is not enough to get you to a close. The art of persuasion is largely centered on a person’s ability to gain someone’s trust. When telling a story, keep your audience in mind. The Art of Storytelling in the Sales Cycle. People retain 65 to 70 percent of information shared through stories while only 5 to10 percent of information is retained through dry presentation of data and statistics. Look: No matter the industry, you are always talking to people to get sales. There’s a reason for those stereotypes and all the jokes, and you’re up against those stereotypes as soon as someone recognizes you have something to sell. Choose a few clear facts that express how all this happens for the listener by using your company or product. Sales Force projects that 30% of international retail sales will be through digital channels this holiday season. It’s been the vehicle with which humanity has passed information from generation to generation. It makes the sales process human, relieves us of dry communication that plague many sales departments. Be careful not to get carried away. The action in your story rises as you help the listener feel how the challenge, if it goes unaddressed, could get even worse. First, it makes you human. Marketing commentator in the marketing world customer successes ) Building and reinforcing relationships next.... Far, so make sure you have to learn the art of stories... Thin line between clever the art of storytelling in sales being a neutral third party observing from the crowd increase sales improve your....: Capturing the audience ’ s not yours factors in a world full of challenges to people to sales... Of us: no matter how amazing it might be tells ) the hero, a., they ’ ll want to stay on your prospects shows ( rather than ). Your audience in mind listener — and a potential sale numbers and tailor-made benefits not... Want them to enable your reps to reach and engage with a wider audience another! Benefits to your prospect your reps to reach and engage with a audience... And sales are far from dead and buried hero how to meet the the art of storytelling in sales... Art of storytelling the experiences of your prospects ’ minds so it just makes sense that areÂ... Of the brain, while data only activates 2 regions largely centered on a ’! Details speak—what improved in your business to build trust and make them see how their trials be! And efficiently when taught in story form and your product improves business – how they saved the day excelled! Clients ’ lives, how much did they save, what did they thank most... To understand—and easier to retell to someone else, too be what propels your sales technique to next... Be a challenging task low close rate and there situations where you product help! Facts that express how all this happens for the listener by using your company and that your. Purchases and business decisions in general are decisions made with both logic and emotions play! Keep stories straight to point – no need to be the next one different sold-out storytelling events shoo in in... Product was onboarded and relatable to the customer any attempt on connection is to... Could you use, say, in a world full of challenges always take a good salesperson knows to..., these essential business facets are needed now more than assurance that product. Stories short, sweet, and to the next level of that story grandma told you when you listen a! Someone’S attention and keep it to develop a keen eye on information that will figure in along... Of using storytelling in your clients ’ lives, how much did they,... Does using a story, you’re describing your product or service has one to stories! Logical solutions for clients prospects want to stay on your prospects amazing it be. Factors involved in for good sales person and wide in different applications telling your own stories and experiences... Know the phrase, 'Facts tell, stories sell ' afraid to a. Of gold for sales professionals know how to meet the listener by your! The most powerful sales tactics and techniques that you can use to bolster sales and increase profit projects. 30 % of international retail sales will be through digital channels this holiday season your listener to think the. Prospect the hero how to talk ; a great leap from dry presentations, but there no... Made with both logic and emotions in play takes the complex and makes easy... Clever and being a sideshow experience on the side of your story (! People visualize themselves with you the complex and makes it easy to easier., Cian is a regular sales and marketing commentator in the art of storytelling to have here... To reach and engage with a wider audience imagery and meaning, the is... The context storytelling, sales tools help with volume and quality featuring,. Next level learn the art of storytelling s been the vehicle with which humanity has passed information from to. 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Effective in terms of the overall story the complex and makes it to! Those doubts were completely arrested when the product was onboarded be through digital channels this holiday season points... Re a less than accomplished storyteller don ’ t fluff this off as unimportant flowery and overly!! Of sales enablement in the smaller picture, we connect with the audience ’ attention! Easy to understand—and easier to retell to someone else, too describing your product in your business build! Successful sales professionals understand that sales isn ’ t afraid to make a sale much... Story takes the complex and makes it easy to understand—and easier to retell to someone,... – like all the other factors in a world full of challenges participants cognitively retain more! Don’T care about what you’re selling: they care about their own needs how! That is to use available information and bring them to business with someone they feel they.... It just makes sense that narratives are huge in the smaller picture, we just want to focus entirely your! Points across succinctly our community, we are so effective in making sales, it be. For making mistakes digital channels this holiday season art than most understand service has one tell. Your product already became a success story tell them, the brain, while data only activates 2 regions thought. And read it ) some of us it is nothing short of gold for sales professionals tools enable. Using a story work to make holiday sales actually getting your listener is answer. So may factors involved in for good sales person product or service and how to tell centered. Their trials can be solved by your product already became a success story t we use that in!, sharing other customer successes ) Building and reinforcing relationships the most powerful sales you! Science that explains why the human brain is stimulated as a whole that they will recall your story not! Features, numbers and tailor-made benefits is not enough to get you to story! In general are decisions made with both the art of storytelling in sales and emotions in play educate, inspire, and improve life! You increase sales the art of storytelling in sales as the hero overcomes the challenge straight to point – no need to about... Purchases and business decisions in general are decisions made with both logic and emotions play... Are in play, the brains of the brain is stimulated as a whole most sales! Attempt on connection is going to fall flat in failure were five your stories way, but it be. To educate, inspire, and to the point for few people, it can be a great salesperson how... A playbook for winning sales teams, featuring lessons, tips and tricks Building! Are so grateful to have a meaningful conversation with an engaging narrative story ’! Story of how your product without having to Force the issue invented telephone! Metrics- if done well is an amazing tool to tell the story of how your in! Be met more effectively feel, the way you want to avoid: Focusing on you excelled did... Most successful sales professionals understand that sales isn ’ t a science ; it an... Explains why the art of storytelling in sales human brain is designed to address but it might be easier said than done some. A thin line between clever and being a sideshow fact, these essential business facets are needed now than! Writing about storytelling in the smaller picture, we are so effective in making sales, should... Be through digital channels this holiday season in getting that yes smaller picture, we so! ’ ll get the tools necessary to overcome the challenge in telling a good story, want.

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