why good storytelling beats good selling

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Why Good Storytelling Beats Good Selling

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Some reps are convinced they can’t sell a new

product.

The next day, another rep does just that.

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Why is this?

How can some reps be so effective and assertive, and

others so passive?

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Confidence and belief are certainly big parts

of the equation.

The other part:Exceptional Storytelling

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You might wonder how exactly stories apply to the sales process.

How can storytelling

improve your number at the end

of the quarter?

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A well-told, captivating story can affect listeners on multiple

levels.

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Not convinced you’ve got what it takes to be an effective storyteller?

Download our Guide to Better Storytelling

for tips on selling with stories.

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6 Benefits of Exceptional Storytelling in Sales

Benefits of Exceptional Storytelling

in Sales

Motivate individuals and groups to take

action

Build trust and rapport

Make data and facts sing by becoming applicable, interesting, and relevant

Infuse information with “stickiness” to improve

retention.

Transform beliefs and change

minds

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How stories stimulate the emotional side of our brain

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When we listen to a standard presentation or boring lecture,

the Broca’s area of the brain is stimulated.

This area deals with language and logic.

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In contrast, when we are told a story with rich meaning and visual cues,

things change dramatically.

Both the right and left sides are activated.

The right side (creative side) is engaged and stimulated.

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Storytelling in business…

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As a sales rep, you have many different tools in

your toolbox.

Similarly,

a variety of different stories can be told to convey a

point.

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Using the correct story type can help

elicit the action or feeling

you want from a customer.

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Here are 4 of the most common types of stories

told in business…

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Communicate your vision and inspire others to act.

Vision Stories

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Demonstrate who you are to people and create that crucial connection.

‘Who Am I’ Stories

Customers will know you’re the type

that goes above and beyond when they

hear how you saved those kittens from

the lake.

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Inform listeners of your intentions up front and create trust.

‘Why am I here’ Stories

Customers might actually become more receptive if you tell them what you’re trying to sell.

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Share knowledge and inform others.

Company Stories

To be effective these stories need a WOW moment.

You need to teach listeners something they’ve never

heard or considered.

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When to use stories

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In order for your story to be truly effective, you need to nail the timing.

A misplaced story seems

forced, awkward,

and will fall flat.

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Here are some of the best times for storytelling…

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Stories within presentations accomplish a few things:

Presentations

Grab attention

Make facts stickMake data relatable and understandable

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Sales stories can convey the true power of your product or service.

In a story, you provide context to customers and can drive points home

harder.

Use Cases (stories from the field) are particularly effective.

Selling a product or service

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This is your prototypical “Vision” story.

When well-crafted, this can be extremely effective.

Getting a team to focus and buy-in to a goal

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Elements of a Great Story

Just like a sales call, stories need certain elements to succeed.

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Elements of a

Great Story

The Hero encounters a

Stimulus.

The Stimulus leads them in the direction of resolution or

transformation..

Tension or a Conflict is exposed.

Our Hero now must maneuver challenges and obstacles.

A Crossroad where the final

transformation takes place.

In your Use Case this is where the customer purchased your solution.

The final chapter in the story is

referred to as the Moral of the Story.

The Hero has navigated the Conflict and appears transformed

in an ideal state.

Sympathetic main character,

AKA the Hero.

The audience should be able to see themselves in the hero and

the situation.

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Still think you need help?

Download the Guide to Better Storytelling

to help improve your storytelling efforts.

As you improve your storytelling, it becomes an asset to reuse down the road.

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Learn More

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