UXL Blog

“A good salesperson knows how to talk; a great salesperson knows how to tell a story.” –Rivka Willick, story coach and writer

It is human nature to listen to and trust stories. Ever since we were children, we’ve been surrounded by narratives—on television, in movies, in books, from our grandparents. Sure, stories are fun, but they are also powerful and there are scientific reasons as to why people are attracted to stories. According to neuroeconomics pioneer Paul Zak, “Stories that are highly engaging and contain key elements — including a climax and denouement – can elicit powerful empathic responses by triggering the release Oxytocin. Often referred to as the ‘trust hormone,’ this neurochemical promotes connection and encourages people to feel empathy.”

So, how can you use this powerful technique to gain trust and win sales? Here are a few methods:

1. Keep it relevant

It’s great if you have an amazing story about fly-fishing in Montana, but is that really what your prospective wants to hear? Instead, focus on the material you’re presenting. How can you bring it to life with a relevant story? Perhaps you have a tidbit about how your product positively affected someone? Or maybe you have an interesting story about the products’ development or value? Brainstorm and jot some ideas down on a notepad. Then, run them by your co-workers or friends to gain their input.

2. Have a beginning, middle, and end

This point may seem obvious, but it is absolutely crucial. Storyteller Kambri Crews said in an interview with Entrepreneur.com that, “The beginning should hook your audience, while the end, the call to action, must be clear.” If your story is jumbled, your prospective client may have trouble deciphering the main message or become disengaged.

3. Remember the “elements of a good story”

Sales Benchmark Index has some great advice on using basic storytelling elements to create a compelling tale. They break down a story into the Hero, Stimulus, Conflict, Crossroad, and Moral. Here is an explanation of the elements:

• Sympathetic main character, AKA the Hero. The audience should be able to see themselves in the hero and the situation.
• The Hero encounters a Stimulus, which 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.

4. Practice, practice, practice

Like most things in life, you have to practice your pitch in order to perfect it. First develop it on your own and practice giving your pitch in front of a mirror. Then, practice with others, allowing them to interrupt or make comments (which is likely to happen in a real-life sales situation). Practice sounding natural and unrehearsed and don’t forget to let your body language be relaxed, open, and friendly.

Need help developing your story? Feel free to contact me for guidance.

Tags: engage your prospective, engagement in sales, Margaret Smith, storytelling in sales, the power of storytelling, UXL