Justin Zappulla believes storytelling enables salespeople to deliver a deeper, more emotional connection with their customers. It’s a fundamental human experience that everyone can relate to. It drives a deeper connection. When you’re communicating, you want that conversation to be as effective as possible. Storytelling is a critical skill to master in this process.
Some people are naturally gifted storytellers. For some, it’s how they prefer to communicate or they’ve simply told stories their whole lives. But if you aren’t one of those people, storytelling is a skill that can be learned.
You just need to understand what makes a great story. There are a few components you need to use and need to practice. Above all, you want to share stories that are relevant to your customers that will drive a point home.
Justin points out that storytelling doesn’t have to be complicated. It comes down to two things:
Remember, relevant stories are the ones that will make an impact.
Justin believes that salespeople need to master presentation skills. When you’re delivering a message, how the story is told is important. You need to use the right words to illuminate the key message(s). You must talk at the right pace to capture attention. You have to pause when necessary to create suspense. Allow your audience a moment to think about something.
What are Justin’s 3 storytelling dos and don’ts? Listen to find out!
In the late 2000s, Rob Walker set out to prove how powerful storytelling is. He went on eBay and bought 200 objects, around $1 each. Then hired 200 writers to write a story about each object and relisted them on eBay. One item was a plastic horse's head. After posting it with a backstory, the $1 item sold for $60. He ended up reselling all 200 items for $8,000—all because of the stories he told.
How do you create value? How do you help your customers see you as a fit? How do they see the value in the price you offer? Storytelling does just that. It’s not just sharing benefits and features—It helps people relate in a way they haven’t.
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