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Storytelling In Sales


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This webinar was hosted by our colleagues at Criteria For Success, Jerome Deroy spoke about the advantages a good story brings to sales.

Key points:

>Use a story to identify and connect with the emotions your customers have about your product or service
>Learn to put yourself into the story, whether it's your own or use case
>Know why you're telling a story

Published in: Business
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Storytelling In Sales

  1. 1. Storytelling in Sales Connect to Your Audience
  2. 2. 1. Why storytelling works 2. Why story? Why now? 3. Connect with the emotions that drive your customers to your services 4. Case study: How crafting a success story inspired hundreds more 5. Creating your story 6. Q&A In this webinar
  3. 3. Audience Question What is your experience of storytelling?
  4. 4. • 25 years of experience • Our method has had a proven, measurable, and transformative effect on teams, culture, and individuals • Capturing and sharing mission-critical knowledge • Improve listening skills • Increase cross-team collaboration • Connect clients to their customers About
  5. 5. Why Storytelling We are hardwired for story Neuroscience shows us that story is a function of the brain. When we listen to a story, we cannot help but be engaged.
  6. 6. Concrete stories that connect with your audience and humanize your presentation Abstract statements, corporate speak, jargon and blanket terms that lack emotional resonance Transform the abstract into concrete stories that are persuasive
  7. 7. Why Story? Why Now?
  8. 8. Prudential’s Day One Campaign • Bridge the gap between sales pitch and customer experience • An extraordinary impactful advertising campaign: • How do sales professionals personalize a nation-wide campaign based on people who are not yet Prudential customers?
  9. 9. Prudential lesson: address the emotion related to your service or product
  10. 10. Why Story? Why Now? Audience Question
  11. 11. Health Care Provider Case Study How a success story was found and inspired hundreds more
  12. 12. • "Do the right thing, always" • "We listen to our customers" • "We deliver WOW moments" Not landing with customer service and sales reps • Storytelling gave them a way to make these values real and connect with their audience When values are too abstract to land
  13. 13. Concrete stories that connect with your audience and humanize your presentation Abstract statements, corporate speak, jargon and blanket terms that lack emotional resonance Transform the abstract into concrete stories that are persuasive
  14. 14. Audience Question • Think of a customer or prospect • What is the underlying emotion that connects your client or prospect to your product?
  15. 15. FIRST LINE What Happened? LAS T LINE What Happened? “Go Pack go!” “Mona called to say that her husband Henry wascrazy” Case Study: Mapping the Story
  16. 16. Audience Question • What happened in your own experience that you can connect to the emotion you identified earlier? Stick to the facts. • Think of the emotional high or low point of what happened. • Please share one sentence with us around that. • Examples: • “The time I got kicked out of a sales meeting” • “The time a client told me I made their life better” • “The time I closed my first deal”
  17. 17. 2000 100 Number of times the video was viewed throughout the company Number of comments on the video by fellow employees Outcomes • Jose’s story inspired hundreds of sales people and customer representatives to craft their own success. • His story was used internally in a story library of success stories and had record engagement
  18. 18. The singularity effect • People have a stronger emotional response to individuals or specific situations, which makes them more likely to buy. • Describe your client’s problem and the solutions you offer at a scale that your customer/prospect can understand and retain. • Start with a simple story about how one person is affected by your product to see how powerful this can be. Crafting your own story
  19. 19. How your story translates to more sales Which model is more successful? 1. Focus on one individual impacted by your product or service 2. Focus no 10 individuals who’ve been impacted by your product or service 3. Focus on the numbers, statistics, and features associated with your product or service
  20. 20. Checklist 1. Who’s listening? Identify your audience 2. What does your listener want/need/care about? 3. Why Story? Why Now? Refresh this answer every time you meet a new person, even if you’ve known them for years
  21. 21. Checklist 4. What is the personal experience you’re going to turn into a story? • Begin by identifying a specific moment from your life • Draw inspiration from success stories you know. • Be sure to place yourself in the action. People are interested in you, just as much as what you’re selling
  22. 22. Checklist 5. Map your story from beginning to end. Make sure you end with a call to action /resolution 6. Think of and say what happened to find the essential details and edit out what doesn’t serve your listener 7. Find a partner you trust, and practice