Storytelling is the first thing you can use to bring a situation to life and help someone connect with your product or service. Stories also give you credibility. That’s why stories should consist of genuine and relevant examples that help you better connect with your client. Even someone naturally skilled as a storyteller would benefit from learning skills to stay relevant. If it doesn’t come naturally to you, it’s a skill you can build and find success with. Amy Franko shares more of her thoughts on the topic in this episode of Sales Reinvented!
Amy notes that relevant examples are a key ingredient to great storytelling. So is brevity and credibility. If a client is able to visualize the relevant example you’re sharing with them, it helps them connect to you as a credible source. Secondly, it helps them to connect and visualize—in their own environment—what you’re trying to convey. Do your examples in your stories help your clients challenge their thinking? Do your stories help them see things in a new light?
What are the attributes of a great storyteller? Listen to hear Amy’s thoughts!
What can you do to improve your storytelling? Amy’s dos and don’ts are spot-on:
Amy had successfully made it to the final round in the running for a big opportunity with a client. She knew that she had to stand out from the other two competitors, which can be challenging when someone is seeing multiple presentations. What was her competitive advantage? Stories.
Amy got to meet virtually with a number of the stakeholders who were going to be part of the decision making process for this RFP. In that process, Amy learned about them, what was important to them in the project, and what each person’s decision-making process looked like.
Then she weaved that information into her presentation. She had built rapport through initial conversations and shown that she had listened to them by using relevant examples in her presentation. It helped her overcome the challenge and she ultimately won the RFP.
Involve your clients in the story where you can. It helps them feel connected. What can you learn and takwary from what they share with you that can be woven into a story? Lastly, Amy emphasizes that you must use stories to connect. People remember stories long after facts, figures, and data.
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