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Storytelling for Sales
Storytelling for Sales
Storytelling for Sales
Storytelling for Sales
Storytelling for Sales
Storytelling for Sales
Storytelling for Sales
Storytelling for Sales
Storytelling for Sales
Storytelling for Sales
Storytelling for Sales
Storytelling for Sales
Storytelling for Sales
Storytelling for Sales
Storytelling for Sales
Storytelling for Sales
Storytelling for Sales
Storytelling for Sales
Storytelling for Sales
Storytelling for Sales
Storytelling for Sales
Storytelling for Sales
Storytelling for Sales
Storytelling for Sales
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Storytelling for Sales

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This presentation provides an overview of practical ways you can use storytelling to increase your sales. You'll learn the role of client needs and product attributes in stories, how to choose an …

This presentation provides an overview of practical ways you can use storytelling to increase your sales. You'll learn the role of client needs and product attributes in stories, how to choose an effective story type and ways to cast your customer or client as a character to help them visualize your product or service as a solution to their specific situation.

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  • 1. Storytelling for Sales Worksheets
    Constructing a Story to Sell Your Product or Service
  • 2. Introduction
    Stories a great way to sell your services or products
    Stories capture attention and keep your client or customer engaged
    Stories are often easy to develop using existing experiences and materials
  • 3. Overview
    Jumpstarting a story
    Casting the client or customer
    Mapping needs and benefits
    Product and client types
    Story types
    Story construction
  • 4. Jumpstarting a Story
    What is the product or service?
    What is the core benefit?
    What are some past success stories?
    What were some of your best sales?
    What are some of the best sales within the company?
  • 5. Past Story Worksheet
    Every business has its share of stories. Many of these stories can be adapted for use in sales situations. Answer these questions and use the resulting story in the indicated areas.
    What is your company history? (Values, service, experience level)
    What was your best success with a client? (Solutions, best practices)
    How did you overcome a challenging situation? (Problem solving)
  • 6. Casting the Customer or Client
    Your customer or client is the audience for your story, but you can also cast them as a character.
    Build the story of your product or service around them.
    Ask them a series of open-ended questions to determine their needs or wants from a product or service.
  • 7. Open-ended Questions
    Adapt the following questions so they related to your product or service area.
    What issues have you faced in the last year?
    What could improve the way you do business?
    What can make you better than your competitors?
    What’s the biggest challenge you face?
    What external forces influence your business?
    What are you top three initiatives for this year?
    What are you looking for in a product or service?
    What is your unique value proposition?
  • 8. Spotting Needs
    Look for clues about needs in the answers to your open ended questions
    Missing a key or core element
    Existing product/service doesn’t work or work well enough
    At a disadvantage to a competitor
    Looking forward towards a specific goal
    Difficulty or inefficency fulfilling a certain area of the business
  • 9. Question Worksheet
    For most meetings, three open-ended questions are enough to support a worthwhile conversation. Develop and list your three questions here. Use the areas underneath to take notes.
    Question #1:
    Question #2:
    Question #3:
    Review your notes on the client or customer’s answers and circle the needs.
  • 10. Mapping to Characteristics
    Connect specific needs to specific aspects or characteristics of your product or service
    Avoid listing all the aspects or benefits of your product or service
    Focus in on the specific features that match the client or customer’s need
    Weave a story around these elements
  • 11. Needs/Benefits Worksheet
    Product or Service Benefits
    Customer or Client Needs
  • 12. From Needs to the Story
    Compare to a similar need that was met at another customer
    “We had a client in a very similar situation to yours. We were able to adjust the product in these ways and add these options to produce a solution. He ended up saving about 30% per month.”
    Construct a scenario that explains how this customer’s need will be met
    “One of the features of our service is that its customized to each customer, this will allow us to adapt to the unique aspects of your business model.”
  • 13. Your Product or Service
    Main or core component
    Complimentary to main component
    Examples: software system, life insurance or coffee maker
    Examples: training manual, life insurance for spouse or coffee packet dispenser
    Examples: software interface, short-term insurance or water filter for coffee maker
    Examples: software plugin or module, supplemental insurance or flavored creamers
    Connects main components together
    Improves or adds function to main component
  • 14. Client/Customer Types
    Driven by goals
    Driven by people
    Makes quick decisions, wants an overview or high level information
    Enjoys talking and interacting, wants to know the social implications
    Thoroughly examines all factors, need complete information
    Concentrates on everyday goals and works as a member of the team
    Driven by specifics
    Driven by group tasks
  • 15. Story Types
  • 16. Story Type Worksheet
    Customer Name:
    Direct Social Steady Detail
    Needs (and other notes):
    Primary Companion
    Product:
    Intermediary Enhancement
    Relevant Attributes:
    Story Ideas:
  • 17. Story Construction
    Customer/Client Needs + Product Attributes
    Customer/Client or similar customer/client
    Series of events that demonstrates the solution
  • 18. Story Construction Worksheet
    Customer/Client Needs + Product Attributes
    Customer/Client or similar customer/client
    Series of events that demonstrates the solution
  • 19. Story Timeline
  • 20. Timeline Example
  • 21. Timeline Worksheet
  • 22. Putting It All Together
    Analyze customer/client needs
    Link specific needs to specific product attributes (Theme)
    Choose a story type based on client type and product type
    Decide whether or not to cast the client in the story (Character)
    List the events involved in the solution (Plot)
  • 23. Next Steps
    Practical Storytelling Book
    Available at PracticalStory.com & Amazon.com (book or Kindle)
    Storytelling Webinars
    Storytelling Basics
    Storytelling Practical Examples
    Story Mechanics
    Story Types
    Audience Analysis
    Character Development
    Plot Development
    Story Construction
    Storytelling Workshops
    Story Development
    Practical Storytelling (1/2 Day, Full Day, Two Day)
    Practical Storytelling for Salespeople
    Practical Storytelling for Trainers
  • 24. Storytelling for Sales Worksheets
    Constructing a Story to Sell Your Product or Service

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