Storytelling is how you help prospects and customers remember you and understand your product (and why it’s valuable to them). Humans interpret things through stories. If you can tell a story that makes sense, you’ll be more successful. But if you can tell a story interweaved with tension and release, you’ll hook your listener and they’ll be more invested in what you have to say. Steve Benson shares why this is his favorite storytelling strategy in this episode of Sales Reinvented!
Some people are better speakers than others—but is it because they’re born that way or learned those skills as a young child? Anyone can become a better storyteller. It’s about communication, being articulate, and understanding the elements of what makes a story.
When you’re in a conversation and want to sound interesting, it comes down to tension and release. You lay out the characters, where you are, what time it is, and set the scene. Then you describe the tension/problem and the resolution. Movies build tension and have small resolutions throughout the story that keeps you hooked.
You need to be articulate and use variability within your voice. You can use a coach to learn what you’re doing right or wrong. Are you calm and relaxed? Or tense? You need to be confident, clear, crisp, and articulate. But the most important thing is to tell good stories that are interesting and relatable.
When you’re selling a service or product, a prospect is thinking about it from different perspectives, which is why it’s important to ask them questions so you understand how they view the problem. Then you can serve a story that’s framed in the right way. It all starts with asking, “Why are we here today? Why did you invite me in?” When you do this, your stories will resonate intensely.
Steve shares a few key dos and don’ts of the storytelling process:
When BadgerMaps was a startup (2013) they offered a service that did one thing well: They took customers and put them on a map so you could see where all your customers were based on their specific attributes. They were courting a large medical device company with revenues of $6 billion a year.
Because they were a small startup, they had to share who they were and what they did in an impactful way. They had to come across as trustworthy. So they were honest and open about where they were—but shared where they planned to go. They signed a three-year deal with the medical device company—large enough to cover their expenses for the entire next year. It allowed them to build out the product for other companies.
Learn more about Steve’s storytelling process in this episode of Sales Reinvented!
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