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How to Sell Through Tales - or Storytelling?

Derin Bilgin

Derin Bilgin

24 Oct 2023

People gathered around a campfire, engrossed in a book, experiencing the power of storytelling to elevate sales and measure success.

The human brain wires itself to respond to stories. Whether through books, movies, or around a campfire, we've been storytelling for centuries. But what makes storytelling so potent in the context of sales?

Stories create an emotional connection with your audience. When you tell a story, you engage your customer's emotions, which can lead to a deeper and more meaningful connection.

Think about how brands use storytelling in their marketing. They don't just talk about product features. They tell stories about the people who use their products and how it has transformed their lives.

Crafting compelling sales stories

  • Relatable Characters: Introduce characters that your audience can identify with. This could be your previous customers, team members, or even yourself.
  • Conflict: Every good story has conflict. In a sales context, this could be a problem or challenge your customer faced.
  • Resolution: Show how your product or service helped resolve the conflict. Paint a picture of how things improved for your customers after they engaged with your solution.

Eventually, it is all about creating curiosity towards your product. You aim to make customers want to try it out.

When can you tell your stories?

Storytelling doesn't confine itself to a single stage in the sales process. You can incorporate it at various points:

  • Cold calls: Start with a compelling story to immediately capture the prospect's interest.
  • Follow-up emails: Keep the storytelling momentum in your follow-up communications to reinforce your message.
  • Presentations: Use stories to illustrate key points and make your presentations memorable.

Remember, not every sales situation requires a story. Recognizing when and where to use them can significantly enhance your sales efforts.

Building trust and overcoming objections

Trust is everything - not only in sales but in every single relationship you have in your lifetime. Storytelling can help you build rapport and establish trust with your potential clients. The key is authenticity.

Share stories that reflect your values and experiences. When your audience senses you're genuine, they're more likely to trust you. This transparency can go a long way in forging connections. Let your use stories be honest - not the unreachable, apparent stories.

Even if you do a fantastic job - which you do - you can hear some objections. Yes, they are the worst part of this process. However, objections are a natural part of it.

Storytelling can be a powerful tool for overcoming the objections. When faced with an objection, tell a relevant story. Make sure that it demonstrates how a previous customer had similar concerns but ultimately benefited from your solution. Closing deals with storytelling are about showing prospects that their objections aren't roadblocks but stepping stones to a better solution.

Measuring the impact of storytelling

Like any sales strategy, measuring the impact of storytelling is essential. Consider tracking metrics such as conversion rates, customer engagement, and customer feedback to gauge the effectiveness of your storytelling efforts. Use this data to refine your storytelling approach and improve your sales techniques.

Embrace the power of storytelling, and watch as your sales numbers and customer relationships flourish. It's a tool that helps you sell and allows you to connect with your audience personally, leaving a lasting impression.

Remember that your stories can transform your sales journey. Doesn't matter whether you're building trust on a cold call or handling objections to close a deal. Keep honing your skills, gather success stories, and adapt your narratives for different situations as you embark on your storytelling adventure.

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