Every salesperson needs to be relatable. Stories are the best way to be relatable. A great narrative helps connect people and drive sales. Learning how to become a good storyteller takes experience, which only comes with practice.
AnnaMarie Platt-Miller emphasizes that the best stories are personal. But if you don’t have those, borrow others’ stories. Read stories. Read books. Listen to podcasts. Watch TedTalks. Do whatever you can to become a better storyteller.
You have to ask your customer open-ended questions so they can share their story. Because until you know their story, you can’t create an environment that’s comfortable for both of you to share experiences so you can close your sale.
Secondly, you need to be relatable. Find common ground with your audience. Lastly, you need to solve their problems. People are buying to fill a need—practical or otherwise. The stories they told you will help complete the transaction so everyone walks away happy.
AnnaMarie’s do’s and don’ts drive home her point:
10 years ago, AnnaMarie was in educational sales selling eBooks. eBooks were relatively new and people were hesitant to give up their paper books. She had to help her customers overcome the idea that no one would use them.
AnnaMarie’s son had suffered a traumatic brain injury (TBI). Because of this, he had to change the way he learned. eBooks were one of the things that helped him. She shared that story with her customer, which helped them see how the tool could work for them.
When you can share a personal story, even if it’s difficult, you should. It’s okay to be personal with your customers. It’s okay to share your ideas and experiences and listen to them.
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