Continuing the storytelling focus of a prior post, we came across another blog post on story telling. In that post, this central argument is reinforced: the ability to “sell through storytelling” is a consistent characteristic of top sales performers – particularly in new market categories or high-value purchases where the prospect often simply decides to “do nothing”. Prospects clearly prefer working with educators rather than pitchers and with advisors rather than order takers – and they vote with their wallets. Top sales performers appear to understand this instinctively.”
Here’s an overview of eight suggestions presented in that blog post:
- Focus on the prospect
- Leave jargon at home – use language familiar and relevant to the prospect
- Have well-researched, provocative viewpoints regarding the customer’s environment that will raise the level of conversation to one that customers remember
- Don’t rely on PowerPoints. While strong images are more powerful than words alone – there are other ways to share images that will encourage discussion, such as white boards or flip charts.
- Dramatize the story so the contrast between the customer’s current state and desired state – after using your solution – is clear
- Build up your story collection so you have an appropriate one ready to illustrate a point and advance the sale
- Role play calls in advance – it always sounds different when you hear what you say aloud!
- When possible, share unexpected benefits. For example after highlighting the benefits achieved, round off the story by saying something along the lines of “and on top of that, the unexpected benefit was…”
Click here to read the entire article in Entrepreneur Country.
Check out other posts on sales effectiveness at the Sales Training Connection.