There is nothing more natural than stories. From a very early age we are exposed to stories. When we talk to friends and family we share stories. It may surprise you to discover that one of the secrets of top sales people is storytelling. We are not talking fairy stories but anecdotes of experiences with customers.
There is one assumption that is safe to make. People are more interested in themselves and their problems than hearing about how wonderful your products and services are. Tell them about clients just like themselves who have solved similar problems and you will capture their interest.
The thing that will really engage them and want to discuss their problems in more detail is to hear that people you helped felt just like they do. Stories should focus on the drama before you helped them and also the happy ending. Don’t waste much time saying what you did for them. If they are interested, they will ask!
Case studies are great but are so often boring and dry. Why not spice them up by turning then into stories? Rather than giving people the print-outs, tell them in person. Chances are they would never read the hard-copy anyway!
You can also use stories when giving sales presentations, when having relationship building meetings, as well as including them in your training and seminars.
As friends natuarally trade stories, you can accelerate rapport and relationships by taking interest in the stories of the people you meet.
In my experience, when using stories in general conversation, it is better to have your stories natural and unrehearsed rather than highly polished. When doing presentations, however, it is better to have them a little more slick.
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on Aug 30th, 2010 at 8:05 am
As we search for more meaning and value in the suppliers and business partners that we choose to work with or spend our money with, their unique story matters too – it gives us that additional justification that we have made the right choice. What inspired them to start their business? A eureka moment hopefully and a desire to do something good utilising their talents. You see this in abundance on Dragons Den. The Dragons light up when a person tells a story that they resonate with. Don’t shy away from telling your story but make it interesting, genuine and deliver with a passion that is compelling to the listener.This could make you stand out in that beauty parade.
on Sep 8th, 2010 at 10:54 am
I have been using stories for 2 years now (from you) and it has improved all aspects of my life and business.
Just the other day on Skype I used a story about one of my clients to great effect the potential client resonated with the story. We are now just talking about what best would help him before sending a quote.
This has also helped me in face to face situation at networking events a great tool as when you meet them again at another event they remember you for your story thus making a much better connection with them.
Together with Ces we have done seminars and with the help of @SteveTrister who is fantastic in getting you confidant in front of an audience & how to deliver your presentation professionally & with humor.
Great advice as always Richard
Best Wishes
Jay