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Stories Are Essential For Selling
Last week we introduced the concept that Salespeople are natural born Storytellers. Stories have some particularly amazing features that make them an essential selling tool. Here are just a few.
It turns out that stories are about seven times more memorable than facts alone, and are read twice as fast. Think about your own experiences. What do you typically remember from a presentation? You will definitely remember when you have felt a strong emotion such as joy, surprise, anger, sadness, love or fear. Sometimes these emotions arise from surprising statistics or the behavior of the presenter, but most often they well up because of stories that have been told.
It’s a mistake to think that stories are about words – they are really about pictures. Our strongest sense is our visual sense, and a good story helps the listener to see what is happening. And here is the trick: if you want to make your stories more visual, focus on specific, concrete moments rather than on broad happenings. Instead of saying, “Our client was impressed by the product’s quality,” say “The moment when the chocolate oozed from the centre of the soufflé like snack, I could see a faint smile of satisfaction.”
When you give your opinion as a seller, you effectively push that information at the buyer. And in many cases, the buyer pushes back. However, when you share a story, the buyer pulls the story to them and they begin to own it and remember their own experiences.
So next time you are in front of your client don’t tell them about your features and benefits, provide a story that will make your pitch undeniable.
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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