I Was Telling Stories Horribly Wrog Until I Changed This | Donald Kelly - 1885
Salesforce recently surveyed 7,000 B2B professionals, and the results are clear: buyers prioritize value. A significant 76% aim to maximize the return on every purchase, and 78% are being more careful with spending than before.
In this environment, how can sellers stand out and win deals? One powerful way is by becoming a better storyteller. This episode dives into why storytelling is so important in today's sales landscape and offers practical advice on how to use it to close your next deal.
The Power of Storytelling in Sales
- When you hear "storytelling," you might picture something from a book. But in sales, it's about crafting a narrative that draws buyers in. Think of it this way:
- The Buyer as the Hero:
- They're on a journey to achieve their goals.
- The Problem as the Villain:
- Something is blocking their path – maybe it's a lack of time, confusing regulations, or overwhelming complexity.
- You as the Guide:
- As a sales professional, you're there to help them conquer that villain with your solution.
- Effective sales storytelling positions you as a trusted guide, helping the buyer see how they can overcome their challenges and achieve their objectives – becoming the hero of their own story.
- And don't worry, your "story" doesn't have to be a long, drawn-out saga. Sometimes, a well-crafted illustration is all it takes to paint a picture and help a potential client understand their problem and your solution.
How Storytelling Can Help You Close More Deals
- Businesses are now incredibly strategic about their spending. Think of it like this: if you were trying to sell me a pen, and I said I'm determined to use my current one until it's completely dry before buying another, that's the kind of thinking businesses have right now. The economy has made them very cautious about spending money unless it's absolutely essential.
- And it's the same for consumers. No matter how much product knowledge we throw their way, if they're not willing to spend, it won't make a difference.
- What will make a difference is learning how to connect with them on an emotional level. People are driven by their emotions, and if we keep focusing solely on logic, we'll struggle to close deals.
- In the episode, I share a simple storytelling example about someone with a flat tire. It shows how creating a relatable scenario can connect with a prospect emotionally and close a deal.
How to Become a More Engaging Storyteller
- Instead of listing what your solution does, paint a picture of what life will be like after using it. Think about it – people connect with visions of success and relief, not just a list of features.
- To become a better storyteller, focus on helping people see their own challenges clearly. Don't just mention a problem; describe the frustrating situation they're likely experiencing. Make them think, "Yes, that's exactly what I'm dealing with!"
- People aren't looking for a sales pitch; they're looking for someone who can guide them through their difficulties. Show them you understand their business and the obstacles they face, and you'll become a much more compelling storyteller.
"Don't just say you understand a business and their challenges; demonstrate it. Storytelling is the key to showing them you truly grasp the issues they're facing." - Donald Kelly.
Resources
- To further enhance your storytelling skills, I recommend Donald Miller's "Building a StoryBrand 2.0."
- Consider
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