Sell with a Story
Effective storytelling to win over new customers and make the sale
Paul Smith interviewed professionals from more than fifty companies, of such calibre as Google and Microsoft, collecting more than two thousand stories for close study and analysis, to try and identify those components that can turn a simple narrative into an epic tale. Sell with a Story is a practical manual, divided into two sections: the first part explains the meaning of storytelling and its importance in the business and commercial context, while the second part describes the processes and the main components which contribute to the creation of a “sale story”, a good story, a story that can sell.
Many useful tips to:
- Help those who want to learn the art of telling stories in order to sell.
- Learn the key components and structure of a good story to help us sell.
- Understand why storytelling is so effective in establishing a relationship of trust with our clients.
Telling stories helps us sell more by leveraging emotional involvement and our uniqueness
Storytelling is the art of telling, of persuading through a story. A sale story is a story that we use in the sales process, it can be of help and support at every stage, from the acquisition of a potential customer to the closing of a contract.
Those who know how to use the storytelling strategy sell more than those who don't; good storytelling is an important tool in any salesperson's toolbox. Its importance lies first of all in the fact that the narration of a story puts the listener (and therefore the potential customer) in a state of peaceful, relaxed, unadulterated listening. Without any inkling of the situation as an attempt to sell, the potential customer is open to listening without prejudice, and this is the best and most direct way to enter into a relationship with a person.
Telling a story means leveraging the emotions of the listener and this is a very important factor, because it is almost always our emotional side that leads us to make decisions. When we listen to a story, it is as though we could see the scenes, we are literally captured by the story, making it very easy for us to remember it and also relatively natural for us to understand the ideas and concepts that the story itself comprises.
A good story can give value to an apparently insignificant object and is also potentially very contagious, because if it manages to capture the attention of the listener, then it is very likely that it will be subsequently passed on.
A story reflects our originality and our style, enabling us to stand out among many pre-packaged and well-known sales techniques. Good storytelling allows the potential client to learn lots about us and our values, to have fun and to get excited, keeping the conversation flowing nicely, as if we were at dinner with friends: it is here that the basis for building a lasting bond is formed.
The key ideas of "Sell with a Story"
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