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Stories sell
There is a selling skill that is often overlooked but which has a massive impact; the ability to tell compelling stories. It seems to come so naturally to typical sales people that it seems crazy to spend money on learning storytelling. Yet people that are not sales naturals learning to tell stories can make a significant difference. Sales people may be natural at telling stories but crafting a story so it sells provides the opportunity to take their impact to a whole new level. These are my tips for crafting stories for lead generation:
Your objective is getting the other person to relate to the situation in the story. Assuming you are talking to a decision maker, tell your stories from the perspective of the decision maker from another client company in a similar situation. Focus on the drama of the situation before you started talking to them. If they say ‘That’s just like me!’ then you know you are hitting home Emphasise how the decision maker was feeling. Minimise the details of what your company specifically did (unless appropriate) and go to the happy ending! If they ask how you did it then you know you have them hooked! You should be looking to paint pictures in their mind so that they can relate to the situation in the story and also see the solution too. Its ok to embellish a story but remember to only use stories you can back up if required or it may backfire and do more harm than good!
Storytelling makes selling fun and its so easy once you get the hang of it!
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