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.
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
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
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
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
