Humans are hardwired for stories. We were fed stories as children. We can relate to them quickly. Because of this, stories are the best way to engage with the people you’re trying to get to. Many tools and approaches can help anyone learn how to tell stories. If you can do your homework and practice your stories, you can be a good storyteller. But the importance of telling stories in your buyer’s context cannot be underestimated. Learn more from Lissa Dennis in this episode of Sales Reinvented!
Good storytelling is about context. You need to answer four questions:
If you answer those four questions in your story, your buyer will take a big step toward your product or solution.
The story has to be bigger than your company. It has to be about the buyer that you’re facing. Add supporting details to the idea that your story represents to give it more meaning. The story needs to be engaging and easy enough to understand that whoever you’re talking to can retell it.
Lisa shares some great points to take note of:
Lisa has worked with a particular client for over 10 years. When she transitioned to a 2nd company, the business Lisa was getting from her dried up.
So Lisa told her client a story about a long-term client who had stopped working with her. Lisa said business dried up and she couldn’t figure out why, so she just had to ask. She sat them down and asked if she had dropped the ball.
As Lisa told the story, her client started to smile. So Lisa asked her if something was wrong. Her client shared her story. She didn’t have the budget she used to have. Her projects were too small for Lisa and she’d be embarrassed to bring them to her.
Lisa was careful to note that every business, pathway, and project is different and emphasized that her client shouldn’t be embarrassed. The next day, her client handed her three projects. Now, they've been working together for 17 years.
It’s all about context. If you share a story that you think is similar to your potential client or customer’s situation, it can open doors. It can make it easier for your prospect or client to open up about their problems.
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