A story about stories
Stories are as much a part of being human as walking on two legs. In fact, there is strong evidence to suggest that around the time we learned to control fire, we also learned to unleash our imaginations in the form of stories. Telling stories became a way for our prehistoric hunter-gatherer ancestors to socialize, connect, and form deeper bonds with each other. It also likely served as a form of entertainment - a way to temporarily take leave from the demands of the day.
But stories also serve another purpose - one that is apropos to the sales process. Stories are a way to effectively spread information, especially in comparison to communicating mundane facts and statistics. The research bears this out. According to a study conducted by Thomas Graeber, stories are sticker than stats. Therefore, without stories, our prehistoric ancestors may not have been able to effectively transmit information about critical things like where to find food or how to avoid dangerous predators - two things paramount to our survival.
Stories then, it could be argued, are as much a part as being human as the are a reason for our survival.
Human survival aside, stories are also a foundational part of the sales process and can serve as a powerful tool. Storytelling in sales is one of the most effective ways to grab attention, influence, and persuade potential customers and should be a fundamental requirement for today's sales teams.
In that regard, in this article, we'll break down the elements of a compelling story, share how to craft a sales story, and give you tips on powerful storytelling techniques. Ultimately, the goal is to show you how to use stories to win more deals.
The elements of a good sales story
Great storytellers are easy to identify. You know them when you see them. Think Steve Jobs during the launch of the iPhone or a close family member at a Thanksgiving dinner who captivates you for hours. But identifying exactly what makes those storytellers so great isn't as easy.
What makes it even tougher to identify those core elements is the varying styles of certain storytellers. Steve Jobs was charismatic and confident whereas your close family member at the Thanksgiving table might be humorous and playful. Yet both know how to captivate their audiences and have a way of connecting with them on a deeper, more emotional level.
So what is it that unites all these storytellers and makes them so great despite their differing styles? And more importantly, what elements can a sales professional borrow in order to tell their own persuasive stories to ultimately win more deals? Let's explore the six key elements of an effective story that will help sales teams level up their sales strategy.
Create a compelling narrative
Any good story must contain an engaging narrative. Which really just means that the story must have structure: a beginning, a middle, and an end. More specifically, the beginning introduces conflict or tension; the middle is filled with action and suspense; and the ending is defined by resolution.
For sales reps, this usually means starting their stories with the pain points or challenges their potential customers face. (We discuss in detail ways your sales team can better identify customer pain points in this article. The action-filled middle of the story should include the seller's solution and describe how it helps to overcome the conflict introduced in the beginning. Effective middle portions typically reference current customers who have had success using the seller's solution.
And lastly, the story should end with the results - what happened when the seller's solution was used to solve the pain points or challenges introduced at the beginning of the story? And while earlier in this article, we juxtaposed stories and statistics, it is recommended you include data and numbers that support the results to really punctuate the ending and drive home the power of your solution.
Choose relatable characters
Stories tend to connect with us on a deeper level when the characters, especially the protagonist or the hero, are someone we can relate to - someone who we can see in ourselves. That's why, as a sales professional, it is so important to choose a story that is closely related to your audience.
When choosing a customer to feature as your protagonist, consider those with similar job titles or seniority, industry experience, challenges, or geographic location. Ultimately, the better job you do as a sales professional of choosing protagonists who share important traits in common with your listener, the better chance you have of grabbing their attention and persuading them of your solution.
For a much deeper dive on how to choose not only your hero but also villains and mentors, check out Episode 10 of The Voice of Value podcast featuring Nancy Duarte.
Be clear and concise
You can have the best narrative, with a dynamic character who is perfectly aligned to the prospect but if the delivery of your story is long-winded and meandering, then the effectiveness of the story will severely suffer. Your prospect will quickly lose attention and drift off, missing the key points of your story. That's why clear and concise messaging is essential.
It goes without saying, but achieving clarity and conciseness is a direct result of practice. Just like going to the gym, the more repetitions you put in, the better the results. So find a colleague or your sales manager, and practice your stories just like you practice demo-ing your product. Ask whomever is assessing your story to specifically comment on your succinctness and clarity. Remove superfluous parts of the story that don't add value and get to the results as quickly as possible without sacrificing any of the earlier components mentioned.
Take action at the end of the story
Has this ever happened to you? You just got off an amazing sales call with a prospect where you listened closely to their needs, aligned your value messaging to their specific pain points, and related an engaging customer story following all the aforementioned advice - but you forgot one critical piece: you forgot to discuss next steps!
Not having a plan to discuss the next steps with your prospect after telling a compelling story can deflate the momentum you've built. Instead, end your narrative with a specific, direct question that prompts a discussion of the next steps. For example: 'Given the success our client [client name] achieved in addressing challenges similar to yours, would you be open to a brief demo of our platform on [specific date and time]? This would allow us to explore how we might tailor a solution for your unique needs.'
Having a clear call to action for the next steps is an excellent way to build momentum with your prospects and move them one step closer to a deal.
Connect on an emotional level
One of the most powerful aspects of storytelling is its ability to evoke emotions. While facts and statistics can be important in sales, they often fail to make a lasting impact. By incorporating emotions into your sales pitch, you can make a deeper connection with your prospect and leave a lasting impression.
Research conducted by Scott Magids, Alan Zorfas, and Daniel Leemon and featured in the Harvard Business Review has found that emotional connection in storytelling and messaging has led to increased market share, more frequent product usage, and more sales.
This means that those sales professionals who can generate an emotional connection with their prospects are likely to generate more sales.
To connect with emotions, consider sharing a personal anecdote about how a customer felt after using your solution. For example, you could share how your solution helped a struggling customer turn their business around, highlighting the emotions they felt during the process. By sharing relatable stories, you can tap into your prospect's emotions and make them more receptive to your message.
Show, don't tell
In the world of sales, actions often speak louder than words. Instead of simply telling your prospect about the benefits of your product or service, show them specific examples. Paint a vivid picture of how their life or business could be transformed by using your offering.
For example, rather than saying, "Our software can save you time and increase efficiency," you could tell a story about a customer who was drowning in paperwork and feeling overwhelmed. Share how, after implementing your software, they were able to streamline their processes, reduce errors, and reclaim valuable time to focus on more important tasks. By showing the transformation through storytelling, you allow your prospects to envision themselves experiencing the same positive outcome.
A few more quick tips on effective storytelling in sales
If you want to take your storytelling to the next level, use these bonus storytelling techniques:
- Use visuals: Not everyone consumes information in the same way. Some people prefer audio while others prefer visuals. That's why you should have options for both. Turn your story into a slide deck with at least one slide for the beginning, middle, and end. Include a profile of your story's hero, featuring a photo, job title, and company (if applicable). This accommodates diverse learning styles and reinforces your message.
- Actively listen: While this article has focused on ways to tell better stories, one of the most critical elements is surprisingly the exact opposite: listening. Before jumping into your story, make sure you are listening to your prospect or customer. What you should be listening for are their most pressing challenges, which should give you clues as to those stories you've prepared that will resonate the most with your audience.
- Use testimonials: Incorporating customer testimonials into your storytelling can add credibility and social proof to your sales pitch. Include these customer quotes in your sales presentation to make them more believable and impactful. Testimonials provide real-life examples that potential customers can relate to and are more likely to trust.
- Co-create value with your customer: Stay on your toes, be flexible, and adapt to your customer as you share your stories. The most effective storytellers ensure that their communication with their customer is a two-way, collaborative conversation.
Conclusion
In closing, storytelling is a fundamental human trait with a proven track record of influencing decisions. By understanding the core elements of a compelling narrative and practicing the techniques outlined in this article, you can transform your sales pitch into an unforgettable experience.
Remember, facts and figures might inform, but stories inspire. By weaving a value story into your sales process, you not only communicate the benefits of your product or service but also forge a lasting emotional connection with your prospects. So, embrace the power of storytelling, so you can build stronger relationships with your prospects, inspire action, and ultimately, close more deals.
To learn more about storytelling in sales and how it pairs with value selling, contact our team today.
