Cinderella, Peter Pan, and Iron Man all have one thing in common. Their characters’ stories have captivated the world and shaped the values and dreams of many. In fact, since time immemorial, stories have been a powerful communication tool.
The power of storytelling can be used with success in the business world. In sales, telling an interesting and memorable story can open up more doors when it comes to hitting your salestargets.
Why is storytelling so powerful?
Scientists say that stories elicit a physical response in the brain. When you listen to, read, or watch a story, the brain triggers the secretion of cortisol or oxytocin by the body in response to the stress or happiness triggered by the story. The science behind the art of storytelling explains why you grip the edge of your seat when you watch a horror movie or cry when you hear a sad story.
The brain’s response to storytelling makes it a compelling way to connect with your buyers and make them want to listen.
Additionally, stories help customers to remember your brand, product, or service. According to the London School of Business, people remember 65 to 70% of the information they get through stories. In contrast, most people retain less than 10% of information received in the form of data and statistics.
Online sales courses emphasize the need for salespeople to make their pitches compelling and memorable. Using stories can help imprint the product in your customers’ memories.
How to use storytelling to boost sales
Sales storytelling is a powerful tool that cuts across the whole sales process. Here are some of the sales-generating benefits that companies can enjoy when they incorporatestories into their sales messaging.
Building rapport
You can use stories at the beginning stage of the sale to strike a chord with buyers. Telling a story about the company’s humble beginnings and rise to success,and maybe the odds it has had to overcome along the way, can help the buyer relate to your company.
Once you’ve established common ground, it will likely be easier for the customer to respond to your messagingand to increase customer loyalty and purchasing.
Motivate people to take action
In most cases, people use emotional and logical thought to make decisions. The vivid imagery of a well-told story coupled with crediblefacts stimulates the whole brain, bringing both logic and emotion into play and waking up the decision-making centers.
Incorporating a story that’s factually based and emotionally told is an effective sales course tip. When youhook customers with the facts and reel them in emotionally, you have a better chance of creating a motivational pull toward your brand.
Addressing pain points
Customers typically make purchases based on how a product or service addresses their pain points. Salespeople can use stories to show customers how their offering can address their needs.
Often, stories don’t merely tell; they alsohelp the buyer visualize the product’s benefits. When your customers resonate with your story, they may be more likely to buy.
Some of the kinds of stories you can use include:
Product hypotheticals
Fictional stories can be used to present truthful facts in a realistic and interesting way.
You can use imaginative stories to paint a picture of your product. Whereas facts and statistics raise trust, hypothetical stories can help compel buyers to buy.
Success stories
Using your case studies and online customer testimonies to create stories can help customers click with your offering.
When customers see your products or services through the lens of other customers, your pitches can become more believable.
Brand storytelling
Storytelling is often a powerful way to let your customers see themselves in your narrative.
You can use your sales stories to work together to build a brand story. A compelling brand story can spark more than just interest; it can pull buyers in and earn their trust.
Brand stories are usually easier for buyers to relate to than corporate information alone.
Some of the biggest brands have built their brand stories over many years. Take Apple, for example. Their product launches are typically preceded by an introductory story that helps the client feel a connection to the product. Apple’s brand story positions users as innovators and free thinkers, which has helped in driving sales.
In conclusion
The art of storytelling has been scientifically proven to stimulate the humanmind and heart.Online sales courses emphasize that sellers who use stories in their sales pitches can connect better with customers. By artfully crafting relatable stories, salespeople can drive sales by building rapport and trust, all while grabbing the attention of buyersand directing them toward your products or services.
