Stories capture the attention of the audience, motivate individuals and groups to take action and consistently build trust and rapport with the readers. Start here to learn this valuable, timeless skill and begin selling through storytelling immediately.

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Some reps are
convinced they
can’t sell a new
product.
The next day, another rep does
just that.

3. 3
Why is this?
How can some reps be so
effective and assertive, and
others so passive?

4. 4
Confidence and belief
are certainly big parts
of the equation.
The other part:
Exceptional
Storytelling

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You might wonder how exactly
stories apply to the sales process.
How can
storytelling
improve your
number at the end
of the quarter?

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A well-told, captivating story
can affect listeners on multiple
levels.

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Not convinced you’re got what it takes to
be an effective storyteller?
Download our
Guide to Better Storytelling
for tips on selling with stories.

8. 8
6 Benefits of Exceptional Storytelling in Sales
Benefits of
Exceptional
Storytelling
in Sales
Motivate
individuals and
groups to take
action
Build trust and
rapport
Make data and facts sing
by becoming applicable,
interesting, and relevant
Infuse information with
“stickiness” to improve
retention.
Transform beliefs
and change
minds

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How stories stimulate the
emotional side of our brain

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When we listen to a standard presentation
or boring lecture,
the Broca’s area of the brain is stimulated.
This area
deals with
language
and logic.

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In contrast, when we are told a story
with rich meaning and visual cues,
things change dramatically.
Both the right and left sides are activated.
The right side (creative side) is
engaged and stimulated.

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Storytelling in business…

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As a sales rep, you have
many different tools in
your toolbox.
Similarly,
a variety of different
stories
can be told to convey a
point.

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Using the
correct story
type can help
elicit
the action
or feeling
you want from
a customer.

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Here are 4 of the most
common types of stories
told in business…

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Communicate your vision and inspire others to act.
Vision Stories

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Demonstrate who you are to people and
create that crucial connection.
‘Who Am I’ Stories
Customers will know
you’re the type
that goes above and
beyond when they
hear how you saved
those kittens from
the lake.

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Inform listeners of your intentions
up front and create trust.
‘Why am I here’ Stories
Customers might actually become more receptive
if you tell them what you’re trying to sell.

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Share knowledge and inform others
Company Stories
To be effective these stories
need a WOW moment.
You need to teach listeners
something they’ve never
heard or considered.

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When to use stories

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In order for your story to be truly
effective, you need to nail the timing.
A misplaced
story seems
forced,
awkward,
and will fall
flat.

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Here are some of the best
times for storytelling…

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Stories within presentations accomplish a few things:
Presentations
Grab attention
Make facts stick
Make data relatable
and understandable

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Sales stories can convey the true power
of your product or service.
In a story, you provide context to
customers and can drive points home
harder.
Use Cases (stories from the field)
are particularly effective.
Selling a product or service

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This is your prototypical “Vision” story.
When well-crafted, this can be
extremely effective.
Getting a team to focus and
buy-in to a goal

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Elements of a Great Story
Just like a sales call,
stories need certain elements to succeed.

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Elements
of a
Great
Story
The Hero
encounters a
Stimulus.
The Stimulus leads them in the
direction of resolution or
transformation..
Tension or a
Conflict is exposed.
Our Hero now must maneuver
challenges and obstacles.
A Crossroad where
the final
transformation
takes place.
In your Use Case this is where the
customer purchased your
solution.
The final chapter in
the story is
referred to as the
Moral of the Story.
The Hero has navigated the
Conflict and appears transformed
in an ideal state.
Sympathetic main
character,
AKA the Hero.
The audience should be able to
see themselves in the hero and
the situation.

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Still think you need help?
Download the
Guide to Better Storytelling
to help improve your storytelling efforts.
As you improve your storytelling,
it becomes an asset to reuse down the road.

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Learn More
If you don’t have a content management process or need help
optimizing your current one,
Contact us to hear the rest of the story...
Email - info@salesbenchmarkindex.com
Phone - 1-888-556-7338
Web: http://www.salesbenchmarkindex.com
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