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Linking Storytelling To The Sales Process
Last week we learnt that we utilize four main story patterns in the sales process.
We call them patterns because they each provide a general shape and structure, but they are not recipes.
These story patterns will however only account for about 25% of the stories you tell. The vast majority will be anecdotes that you’ve heard or read and which you believe will make a good business point – a good sales storyteller is always on the hunt for good stories to tell.
Regardless of the specific sales process you follow, there are four things you need to do to help a customer get what you need. And at each stage there is a story to utilize to influence the sales outcome.
First you need to BUILD RAPPORT with your customer. Selling is about trust. Your customer needs to know who you are and why you are there. What’s your background? Why do you care about the customer’s business? What is your story that will create connection?
Second, you need to ESTABLISH YOUR CREDIBILITY. It is important to utilize a story that will demonstrate your knowledge of a customer’s business and its economic drivers. You need to bring some insights to the table. The celebrated psychologist Gary Klein says that “An insight is an unexpected shift to a better story.” Stories are at the heart of building credibility. And a success story will influence the outcome.
Third you need to DEMONSTRATE VALUE. Your proposal should tell the story of why the suggested action is needed and how it will address the needs of the business. The story you tell will be the most effective when you develop it with your customer, so that when they receive your materials it is totally familiar – as much their story as yours. A clarity and / or influence story will help you tip the outcome in your favour.
Finally, you need to ASK FOR THE BUSINESS. This is not a time to tell stories. Great salespeople know when to stop talking. Silence is a powerful force. If you are facing a stone wall an influence story may be needed to redirect the conversation in your way.
Over the next few weeks we will delve into each step of the sales process and bring each relevant storytelling technique to life.
If you are looking at turning your Salespeople into Storytellers either email Mark at mark.truelson@superiorsales.com.au OR
dig for more information at http://www.superiorsales.com.au/storytelling/workshops/
At Superior Sales we build programmes leveraging all the core drivers of capability – organisation, people, process and culture, not just skills. Refer to our white paper at http://www.superiorsales.com.au/storytelling/whitepaper/
At Superior Sales our capability experts work extensively with companies to equip sales teams, and indeed the whole organisation, to deliver a better customer experience. Please get in touch at http://www.superiorsales.com.au/contact-us/
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