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Stepping up Direct Sales with Storytelling

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Understand how you can use storytelling techniques in order to improve direct sales relations.

Publicado en: Marketing

Stepping up Direct Sales with Storytelling

  1. 1. STEPPING UP DIRECT SALES WITH STORYTELLING
  2. 2. BRAZIL IS IN THE TOP 5 OF THE WORLD FEDERATION OF DIRECT SELLING ASSOCIATIONS RANKING.
  3. 3. WE ARE TALKING ABOUT US$14,6 BI IN BUSINESS VALUE…
  4. 4. AND 8.000 DIRECT JOBS THAT WERE GENERATED IN 2013
  5. 5. …Which means there are 4.5 million people in this market, plus the customers.
  6. 6. IT'S A LOT OF PEOPLE.
  7. 7. …People who are connecting themselves and creating personal relationships all the time.
  8. 8. IT'S A NETWORK!
  9. 9. Some people say it’s the ORIGINAL SOCIAL NETWORK
  10. 10. TAKE THAT, ZUCKERBERG.
  11. 11. And what keeps a network alive are THE CONNECTIONS.
  12. 12. And what keeps a network alive are THE CONNECTIONS. IN THIS CASE, THE RELATIONSHIPS
  13. 13. And what's better for deepening and improving relationships other than STORIES?
  14. 14. A company often launches new products, lots of them, and need to communicate in a engaging way the features and the core values of each one of them.
  15. 15. Without it, they all look pretty much the same.
  16. 16. What’s the best way to do it?
  17. 17. STORIES!
  18. 18. This is a regular perfume It smells good… And that’s it. VS
  19. 19. This is a regular perfume This is not! VS It smells good… And that’s it. It smells good… But there is a story behind.
  20. 20. This is a regular perfume This is not! VS WHICH ONE WOULD YOU PICK? It smells good… And that’s it. It smells good… But there is a story behind.
  21. 21. Learning #1 STORIES ADD SOUL!
  22. 22. When selling a product, companies quite often try to address it to some kind of stereotype the consumer might have.
  23. 23. “So you're a 50 year old woman? I've got something dedicated to 50 year old women!”
  24. 24. THERE’S A BETTER WAY TO DO IT!
  25. 25. KNOW PEOPLE FURTHER THAN THE STEREOTYPES AND SINCE DIRECT SALES IS ABOUT RELATIONSHIPS, GETTING TO KNOW PEOPLE BECOMES EASIER
  26. 26. THIS IS CRISTINE THIS IS FLAVIA THEY’RE BOTH 35 YEARS OLD
  27. 27. THIS IS CRISTINE “I’ve never been really worried about my skin and now I’m starting to feel some age signs, so I need a product that will help me with that.” THIS IS FLAVIA “I’m very strict with skincare. I look for a product that will help me maintain my daily effort to have a smooth and healthy skin.”
  28. 28. People are not separated characteristics. THEY'RE PEOPLE They have different BACK STORIES and different NEEDS!
  29. 29. Learning #2 STORIES ARE THE BEST WAY TO MULTIPLY EXPERIENCES
  30. 30. Companies need to talk to all stakeholders and make sure people get and remember all the information. It's not that simple.
  31. 31. What’s the best way to do it?
  32. 32. Exactly, STORIES!
  33. 33. “Information attached to a story have A 20X BIGGER CHANCE TO BE REMINDED. “ Jerome Bruner
  34. 34. When spreading your values and messages to your stakeholders you can say:
  35. 35. “OUR RESELLERS NEED STAY ACTIVE, KEEP IN TOUCH AND ORDER EVERY CYCLE!”
  36. 36. OR YOU CAN PLAY A LITTLE COOLER…
  37. 37. “THIS IS CLÁUDIA…
  38. 38. “THIS IS CLÁUDIA… SHE’S ONE OF OUR RESELLERS…
  39. 39. “THIS IS CLÁUDIA… SHE’S ONE OF OUR RESELLERS… SHE’S 36, MOTHER OF TWO, PART TIME RESELLLER, PART TIME PHARMACEUTICAL…
  40. 40. “THIS IS CLÁUDIA… SHE’S ONE OF OUR RESELLERS… SHE’S 36, MOTHER OF TWO, PART TIME RESELLLER, PART TIME PHARMACEUTICAL… HER INCOME IS 40% ABOVE THE AVERAGE WHEN COMPARED TO THE OTHER RESELLERS.” $
  41. 41. “THIS IS CLÁUDIA… SHE’S ONE OF OUR RESELLERS… SHE’S 36, MOTHER OF TWO, PART TIME RESELLLER, PART TIME PHARMACEUTICAL… HER INCOME IS 40% ABOVE THE AVERAGE WHEN COMPARED TO THE OTHER RESELLERS.” $ WHY?
  42. 42. “THIS IS CLÁUDIA… SHE’S ONE OF OUR RESELLERS… SHE’S 36, MOTHER OF TWO, PART TIME RESELLLER, PART TIME PHARMACEUTICAL… HER INCOME IS 40% ABOVE THE AVERAGE WHEN COMPARED TO THE OTHER RESELLERS.” $ WHY? “I GO TO EVERY EVENT, READ THE NEWSLETTERS AND ORDER EVERY SINGLE CYCLE!”
  43. 43. ENTERTAIN instead of being bossy!
  44. 44. Learning #3 STORIES WILL HELP CARRYING YOUR MESSAGE IN A MUCH MORE ENGAGING WAY
  45. 45. With stories, connections can become more effective...
  46. 46. And your network will become tighter.
  47. 47. Which means people will get CLOSER. And your brand will achieve MORE TRUST.
  48. 48. THANKS! GOOD LUCK WWW.LUKSO.COM.BR

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