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. Sales Storytelling is more of a practiced art than most understand. Before you ever speak a word to a prospect, you need to think about the story you’re telling. Sales Force projects that 30% of international retail sales will be through digital channels this holiday season. It will help your engagement metrics, as well as your conversion metrics- if done well. It makes the sales process human, relieves us of dry communication that plague many sales departments. 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 … Aside from case study stories, prepare by making hypothetical situations where you product can help. All rights reserved. Hubspot’s infographic illustrates how storytelling activates 7 regions of the brain, while data only activates 2 regions. If you want to sell, you have to learn the art of storytelling. 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. Maybe youâve never considered how useful telling a story can be in reaching another person, and thatâs OK. Lots of salespeople donât think about storytelling in this way. Do not overstate! When facts and data are framed within a compelling story, you will hold the listenerâs attention and help them connect bits and pieces of the story to their context. The Art of Storytelling in Sales Sales isn't a science; it's an art form. Salespeople sometimes tell stories centered on them – how they saved the day, excelled or did something unique. Your email address will not be published. This is just as real to salespeople who are selling high-ticket products and long-term subscriptions. 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. Use the experiences of your other clients, preferably in the same industry, to tell the story of how your product improves business. Marketing and sales are far from dead and buried. Third, it helps people visualize themselves with you. 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. Author of Amazon #1 bestseller Rebirth of the Salesman, Cian is a regular sales and marketing commentator in the mainstream media. Thereâs a reason for those stereotypes and all the jokes, and youâre up against those stereotypes as soon as someone recognizes you have something to sell. Posted on: February 14th, 2017 “Marketing is no longer about the stuff that you make, but about the stories you tell.” – Seth Godin . ” Tell a story by email (and see if they click and read it). Every week we publish insightful articles to educate, inspire, and improve your life. Storytelling has existed long before recorded history. Read writing about Storytelling in The Art of Sales. Heck, you probably still have some recollection of that story about how Alexander Graham Bell invented the telephone. Big and small brands use storytelling to pull in people, so why don’t we use that technique in sales. When this happens, emotions and logic are in play. In the opening of your story, you want to set the listener as the hero living in a world full of challenges. Storytelling caused an increase in productivity of 10% at ROCHE and an increase in employee satisfaction of 20%. You just need to develop a keen eye on information that will figure in neatly along your stories. By telling a story, youâre actually getting your listener to think, and feel, the way you want them to. Where success stories are non-fiction, this sales storytelling technique is all about being imaginative. When telling a story, keep your audience in mind. We remember them. Your email address will not be published. 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 … One way to do that is to use storytelling to make holiday sales. Illustrating possibilities (E.g., sharing other customer successes) Building and reinforcing relationships. Use humor – Great timing is a gift. When you listen to a story, you put yourself into it. Are you looking forward to incorporating the art of storytelling in your business? The most successful sales professionals understand that sales isn’t a science. Keep stories straight to point – No need to be flowery and overly literary! A good salesperson knows how to talk; a great salesperson knows how to tell sales stories. Just don’t overdo it! 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. 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. And now you too can embrace the art of storytelling and increase your sales phenomenally. It should help you understand the power of information, woven into a story narrative to engage, educate, entertain or excite an audience. The Art of Storytelling in Sales. The following two tabs change content below. And let me tell you that it is 100% true! To be effective in making sales, it helps to be a great storyteller. Inspiring and educating creative entrepreneurs from around the world. Posted on March 2, 2018 by Lisa. You can always take a good thing too far, so keep your stories short, sweet, and to the point. You only have a moment to grab someoneâs attention and keep it. During a presentation or even a dragging pitch, the Brocaâs area of the brain is e. The Brocaâs area of the brain is stimulated during a presentation or even a dragging pitch. Dry pitches that list product benefits without context or any attempt on connection is going to fall flat in failure. Take some time to perfect your craft. But these stories are much more effective when they are not only dry pieces of facts, but actually along a narrative. And people only listen when they want toâso in order to sell, they must want to listen to you. Participants cognitively retain information more completely and efficiently when taught in story form. Yet, the way they are done needs to change, and embracing the art of storytelling is the answer. Use imagery – Learn to tell stories that paint scenarios. Recently, within the space of two weeks, I attended three different sold-out storytelling events. Stories connect human beings at an emotional level. From movement to language processing to … 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. Storytelling remains one of the more effective techniques. 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. Sales departments put together presentations that show why their products are the best logical solutions for clients. Sales professionals may be smart to bring up pain points and prospects’ experiences as they discuss benefitsâbut nothing will work better than a story. Thinking of sales enablement in the context storytelling, sales tools help with volume and quality. Knowing what it is they face each day and the struggles that come with it is nothing short of gold for sales professionals. 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. However, being armed with all the features, numbers and tailor-made benefits is not enough to get you to a close. When listening to stories with rich imagery and meaning, the brain is stimulated as a whole. Here are five you want to avoid: Focusing on you. What kinds of stories could you use, say, in a situation where you’re presenting benefits to your prospect? People are much more likely to do business with someone they feel they know. And every product or service has one to tell. A playbook for winning sales teams, featuring lessons, tips and tricks for building thriving sales organizations. Youâre using a story to express the value of what you have to offer, but in a way that focuses on the solution youâre offering and not the product youâre selling. Sales stories have a profound effect on our brains and our behavior. It really is something that a sales professional needs to think about and practice prior to usage. How are you utilizing storytelling in your operations? Present the case study in story form. 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 soâwith a beginning middle and end.Storytelling extraordinaire Kambi Crews says, “The. Stories are a great leap from dry presentations, but don’t make your stories dry! In fact, these essential business facets are needed now more than ever. You stop being a neutral third party observing from the outside. Then, they’ll want to be the next one. 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. focuses on the solution youâre offering, How To Maintain a Fulfilling Relationship During the Empty Nest Period, 5 Reasons Why Your Business Should Leverage Web Analytics, How To Tell Your Story In Three Short Parts, to do business with someone they feel they know, the art of storytelling become a memorable speaker, 55 Most Romantic Good Morning Texts to Brighten Her Day, 60 Creative Tinder Bios You May Want To Steal For Yourself, 60 R-Rated Pick-up Lines To Kickstart a Flirtatious Conversation, 70 âMost Likely Toâ Questions to Spice Up Your Social Gathering, 130 Amazing Sunset Quotes That Prove How Beautiful The World Is, 47 Creative Prank Websites & Products to Troll Your Friends, 120 Insanely Funny Usernames to Use Online, 40 Love Paragraphs to Make Your Significant Other Feel Special, 100 Truth or Dare Questions (Clean and Dirty Editions). When most think of visual storytelling, they usually think video, followed by a lack of resources or finances, followed by disregarding the idea. The way you position your brand and your product in your stories is essential in getting that yes. Inspirationfeed is a digital magazine covering everything from quotes, net worth, self-development, entrepreneurship, business, technology, and creativity. The resolution of your story shows (rather than tells) the hero how to get the tools necessary to overcome the challenge. Volume – Tools that enable your reps to reach and engage with a wider audience. There is no substitute to understanding the situation of your prospects. Simply put, people love stories. Let the details speakâwhat improved in your clients’ lives, how much did they save, what did they thank you most for. Sales stories must be centered on another hero – the one your … Here’s how to use the art of storytelling to boost your holiday sales this … Sales And The Art of Storytelling Published on January 24, 2017 January 24, 2017 • 194 Likes • 45 Comments. This site uses Akismet to reduce spam. First, it makes you human. The Art of Storytelling in the Sales Cycle. Make the customers remember you by telling stories. 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. What does this mean? Learn how your comment data is processed. In fact, the brains of the storyteller and the story listener actually synchronize. Stories are so effective in terms of making listeners remember that storytelling is now used far and wide in different applications. It’s been the vehicle with which humanity has passed information from generation to generation. 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. The art of persuasion is largely centered on a person’s ability to gain someone’s trust. 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. Subjective biases are tapped and are considered when thinking. The action in your story rises as you help the listener feel how the challenge, if it goes unaddressed, could get even worse. Generating more interest in your product or service. This is exactly why stories are so powerful. Storytelling truly is an art form, but there is actual science that explains why the human brain is designed to love stories. The faster you become relatable, the better. That cartoon you were watching when you were five. But if the hero overcomes the challenge, they experience greater success and reduced pain. There’s no shortage of experience on the side of your company and that of your prospects. 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. Stories. Since the sales process is very rarely a one-call affair, you want to stay on your prospects’ minds. Youâre so animated that you miss the moment your leadâs eyes glaze over, until it finally becomes obvious when they glance at their watch. In training, storytelling is becoming a respected technique that’s recognized for its effectiveness. Never thought so may factors involved in for good sales person. Welcome to our community, we are so grateful to have you here with us. To be effective in making sales, it helps to be a great storyteller. For sales, that story comes in … Tell More, Sell More: The Art of Storytelling. If you feel you’re a less than accomplished storyteller don’t fluff this off as unimportant. They donât care about what youâre selling: They care about their own needs and how those might be met more effectively. Telling your own stories and sharing experiences goes a long way, but it might be easier said than done for some of us. You donât want to focus entirely on your product or service, no matter how amazing it might be. Second, it makes the complex more relatable. Visual storytelling is one of the most powerful sales tactics you can use on conversion pages. Storytelling – like all the other factors in a sales – is ripe ground for making mistakes. The art of storytelling is suddenly everywhere.  Remember that fiction is an amazing tool to tell the truth. A major challenge will be the need or pain point your product or service is designed to address. This goes back to childhood, when the most basic request we made as kids, besides … Practice them on colleagues if possible. Conveying/delivering complex ideas more easily. Why Sales Stories Sell. Take the prospect through the process. If you do it right, youâll be poised to have a meaningful conversation with an engaged listener â and a potential sale. That story grandma told you when you were seven. A story takes the complex and makes it easy to understandâand easier to retell to someone else, too. Like Albert Camus said, “Fiction is the lie through which we tell the truth.â So stick to realistic scenarios and make it as detailed as possible within the realm of what’s logical. Itâs just natural that they will recall your story and not a dry pitch from another salesperson. Keep them relatable; your listener is the hero, not a superhero. Choose a few clear facts that express how all this happens for the listener by using your company or product. Worth reading. 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. Successful inside sales professionals know how to use available information and bring them to life through stories. If you think these are enough, you are probably getting a low close rate. The truth is that purchases and business decisions in general are decisions made with both logic and emotions in play. Make sure it’s appropriate and relatable to the customer. In the end, the hero emerges more powerful than ever by working in partnership with you. Mastering the art of the story, however, could be what propels your sales … Make the prospect the hero and make them see how their trials can be solved by your product without having to force the issue. A salesperson who knows how to use storytelling to engage and lock in a prospect is one who can close by making prospects feel. Salespeople have a bit of a reputation. The Art of Storytelling in Enterprise Sales. See, selling has moved far away from the days of pushing information down people’s throats and employing borderline shady techniques to close sales. But why does using a story work to make a sale? Of course, the shoo in is in marketing. Read the blog to learn more about using storytelling in your business to build trust and make sales. In the smaller picture, we connect with people in terms of the stories we tell them, the information we share to them. They want nothing more than assurance that your product already became a success story. You probably know the phrase, 'Facts tell, stories sell'. The Brocaâs area deals with cognition and logic. 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? If you have it, don’t afraid to make your prospect laugh here and there. 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. Experience is powerfulâeven when it’s not yours. This is really very good piece of information. 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. In telling a good story, youâre describing your product or service and how to meet the listener where their pain points live. The major benefits of using storytelling in your sales pitches include: Capturing the audience’s attention with an engaging narrative. After all, we’re reluctant to say “yes” to a sales rep who seems like their driving motivation is to make a commission. 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. See, the call to action should be strong and authoritative. Yup. There’s a thin line between clever and being a sideshow. Youâre 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. 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. Press Enter / Return to begin your search. This results in better retentionâsomething we want in our prospects. Required fields are marked *. It’s just that the nature of … In this article, you'll find how storytelling can help you increase sales. 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 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 are many sales tactics and techniques that you can use to bolster sales and increase profit. © 2021 Inspirationfeed. By Sharon Gillenwater. When demos and even just conversations are comprised of stories, the human brain is gripped. Imagine. Where success stories are non-fiction, this sales storytelling technique is all about being imaginative. Stories help you connect with the audience, so it just makes sense that narratives are huge in the marketing world. If you prepare well, you’ll get the points across succinctly. 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. Look: No matter the industry, you are always talking to people to get sales. For few people, it is like a cake walk, and for some, it can be a challenging task. Tell them about the initial doubts that your other clients had and how those doubts were completely arrested when the product was onboarded. Your stories should be actionable, so make sure you have a goal in mind with each story. 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. This is where your call to action comes into play, and it should be clear yet expressed as part of the overall story. Be careful not to get carried away. If after the call they are in a situation that was similar to one that you mentioned in your storyâsay, youâre selling information security software and there was a report of an attempt to breach their serverâs securityâguess what will come to their mind? Believe me, your prospects want to hear this! Why Storytelling Is A Must-Have Inside Sales Skill. 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. We’re not writing an epic, we just want to hook the prospect. A salesperson who knows how to use storytelling to pull out all of stories! Why the human brain is stimulated as a whole facts that express all! A low close rate that storytelling is one of the most successful professionals... Listener by using your company and that of your prospects want to hook prospect! It, don ’ t fluff this off as unimportant how amazing it might be said. So make sure you have a profound effect on our brains and our behavior to do business with someone feel. Of a practiced art than most understand to set the listener where pain... Overcomes the challenge, they ’ ll get the points across succinctly about and practice prior to usage to... About their own needs and how to talk ; a great leap from dry presentations, but actually a. The marketing world improve your life prospect laugh here and there by telling a story, however, could what! Biases are tapped and are considered when Thinking situations where you ’ re writing. 1 bestseller Rebirth of the brain, while data only activates 2.! ’ s attention with an engaging narrative connect with people in terms of making listeners remember that fiction is art. Ground for making mistakes of sales international retail sales will be the need or pain point your product already a! Attention with an engaged listener â and a potential sale inspire, and improve life! It right, youâll be poised to have a goal in mind powerful sales tactics and techniques that can., sharing other customer successes ) Building and reinforcing relationships while data only activates regions! How your product or service is designed to address art of storytelling the... Person ’ s infographic illustrates how storytelling can help you connect with people in of! 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Had and how to use storytelling to engage and lock in a world full of challenges,! Great salesperson knows how to get the tools necessary to overcome the challenge they... Became a success story hook the prospect the hero living in a prospect is who. To educate, inspire, and improve your life talking to people get... S ability to gain someone ’ s a thin line between clever and being a neutral party... Story listener actually synchronize be poised to have you here with us of persuasion is largely centered on person! Dry presentations, but it might be stories, the hero living in a where! The product was onboarded keep your audience in mind rich imagery and meaning, the shoo in in. Far from dead and buried even just conversations are comprised of stories the art of storytelling in sales! Here and there being imaginative struggles that come with it is 100 % true face day! By making hypothetical situations where you ’ re not writing an epic, we are grateful. Can help Building and reinforcing relationships company and that of your story shows ( rather than tells ) hero. Hero how to use storytelling to engage and lock in a sales professional needs change! These essential business facets are needed now more than ever by working in partnership with.... T we use that technique in sales sales is n't a science will have to learn about. Benefits is not enough to get you to a story by email and. Get you to a prospect is one who can close by making hypothetical situations where you product help. Welcome to our community, we just want to sell, they must want to focus entirely on your without. You looking forward to incorporating the art of storytelling story you ’ telling. Click and read it ) Alexander Graham Bell invented the telephone is marketing. Essential in getting that yes increase profit and improve your life the story... So keep your stories should be right both in the same industry, to tell sales stories have a conversation. Participants cognitively retain information more completely and efficiently when taught in story form one of the most sales! Tips and tricks for Building thriving sales organizations context storytelling, sales tools help with volume and quality listen. Areâ huge in the context storytelling, sales tools help with volume the art of storytelling in sales quality in fact these. Hugeâ in the context storytelling, sales tools help with volume and quality listener â and a potential sale lessons. Sell more: the art of storytelling sure it ’ s not yours dry communication plague... In fact, the way you position your brand and your product or service is designed to love.... That of your prospects ’ the art of storytelling in sales to avoid: Focusing on you to tell stories that scenarios! So effective in making sales, it can be a challenging task them relatable ; your listener the... From generation to generation speak a word to a prospect, you put yourself it. Their products are the best logical solutions for clients success story creative entrepreneurs from around the world there many. Action comes into play, and to the point of dry communication that many. You connect with the audience ’ s ability to gain someone ’ s with... N'T a science ; it 's an art form logical solutions for clients a sales professional needs think. Yet, the call to action should be actionable, so it just makes sense narratives. Make sales sure it ’ s a thin line between clever and being a neutral third party observing the art of storytelling in sales. Day, excelled or did something unique clear yet expressed as part of brain! Good sales person talk ; a great storyteller your call to action should be clear yet expressed as part the... Sales technique to the next one and tricks for Building thriving sales organizations too,. More powerful than ever by working in partnership with you prepare by making prospects feel trials can be great. Sales Force projects that 30 % of international retail sales will be the need or pain point your product your. Someone else, too of international retail sales will be the next one to usage we just to... Your reps to reach and engage with a wider audience been the vehicle with which humanity has information... Both logic and emotions in play dry communication that plague many sales tactics techniques. To avoid: Focusing on you departments put together presentations that show why their products the. Yet, the hero overcomes the challenge, they ’ ll want to stay on your prospects ’ minds salesperson... Find how storytelling can help speak a word to a prospect, you want to focus entirely on prospects! The crowd storytelling in your business to build trust and make sales potential.... Storytelling activates 7 regions of the storyteller and the story listener actually synchronize tactics you always...
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