People want to know that the person on the other side of the email, phone call, or presentation understands them and cares. Storytelling introduces you, helps you overcome objections, and shares how your products and services have helped other people. What does choosing the right story look like? Kyle Gray fills in the details in this episode of Sales Reinvented!
You need a deep understanding of how your ideal client experiences the problems related to your product and service. The level of your depth of understanding will directly impact the rest of the stories you tell in the sales process. You need to know how they’d describe the problem they’re experiencing as if they were talking about it with a friend at coffee. Learn the words they’d use. Once you know their problem, ask yourself when you’ve experienced something like it. It will guide you to the right story to sell to them.
A powerful skill to learn is how to speak. Do you use musicality, tone, and rhythm? Do you pause and take a breath in the right places? You also need empathy. You’ll want to share stories that will create trust and openness, stories from vulnerable or tense moments in your life. A great storyteller needs emotional intelligence to be authentic and convert prospects to customers.
How do you know what story to choose? Is it to introduce yourself and create trust? Is it to overcome an objection? Is it to give someone a glimpse into what your program or product is like? Do you want to shift their beliefs about what’s possible in terms of their problem?
When people ask how to choose the perfect story, they typically want to know how they should introduce themselves, a sort of origin story. Kyle has a mini-course called, “Choosing Your Perfect Story,” that weaves in resources and ideas. 45 minutes of easy video content will help guide you to the perfect story to introduce yourself and help you put it into a simple framework to tell the story immediately.
What does Kyle believe greatly impacts the success of a story?
Kyle had a health coach come to him who was working with women dealing with hormone imbalances but she wanted to work with children with ADHD. She had just learned she had ADHD but didn’t want to share it with anyone. She felt ashamed of who she was and felt unable to help.
They examined her emotions and frustrations and he helped her realize that she was one of the best people to speak to the problem because she’s experienced it on a deep life-long level. Her story was exactly what she needed to share to speak to parents and children.
When you’re choosing the perfect story, the first person you need to enroll is yourself. It should be so exciting for you that you want to overcome the objections you face and share it. You should feel so aligned with what you’re doing that you can face and overcome any challenge. No one should be as excited about your products or services as you are.
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