Every great salesperson has a collection of compelling stories. Some stories illustrate positive outcomes from using their product or service. Other stories challenge the status quo by describing consequences of not benefitting from a product or service. Compelling Stories give comfort to the prospect showing how others have benefitted from your product or service.
How To Tell Compelling Stories
Think about all the selling success you have. Each one of them resulted in a prospect changing their behavior in favor of your product or service. And they benefitted from the change. When they purchased your product or service they saved money, improved performance, or avoided a negative consequence.
So tell the story from the point of view of a successful customer outcome. Describe the problem you solved, how your product or service was applied and the benefit the customer experienced. Use words to paint the picture in your prospect’s mind. The story has a beginning which sets the stage by illustrating the current situation. In the middle is how the “hero” (you or your team) took on the “dragon” (the current situation). A strong ending leaves your prospect desperate to hear how you will save them from the “dragon.” Every great salesperson has a personal style of telling compelling stories. So tell stories in your own words, cadence and tone….