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

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