whygoodstorytellingbeatsgoodselling - arise roby
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Why Good Storytelling Beats Good Selling
ARISE TRAINING & RESEARCH CENTER
Some reps are convinced they can’t sell a new
product.
The next day, another rep does just that.
Why is this?
How can some reps be so effective and
assertive, and others so passive?
Confidence and belief are
certainly big parts of the equation.
The other part:Exceptional Storytelling
You might wonder how exactly stories apply to
the sales process. How can
storytelling improve your number at the
end of the quarter?
A well-told, captivating story can affect listeners on multiple
levels.
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.
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
How stories stimulate the
emotional side of our brain
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.
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.
Storytelling in business…
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.
Using the correct
story type can help
elicit the action or feeling you want
from a customer.
Here are 4 of the most common types
of stories told in business…
Communicate your vision and inspire others to act.
Vision Stories
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.
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.
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.
When to use stories
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.
Here are some of the best times for
storytelling…
Stories within presentations accomplish a few things:
Presentations
Grab attention
Make facts stick
Make data relatable
and understand
able
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
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
Elements of a Great Story
Just like a sales call, stories need certain elements to succeed.
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 Storytellinghttp://www.facebook.com/Arise0071?ref=hl
to help improve your storytelling efforts.As you improve your storytelling,
it becomes an asset to reuse down the road.
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