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“Creating Successful Leaders”

March 25, 2015 The Power of Storytelling in Sales

“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.

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March 18, 2015 Margaret’s Guide to De-Stressing Communication

When I give a presentation on Communication, I always devote a slice of time to the topic of stress as it relates to communication. If you take a moment to consider the situations that can cause stress in your life, you may realize that some of them involve your interactions with others. If you commit to developing a strategy or plan for overcoming the situations that cause stress, you can change your life for the better.

Now, this may not be what you want to hear, but managing stress doesn’t actually have anything to do with straightening out the behavior of others. Instead, it’s all about management of your own emotional state. We can base our stress-reduction action plan on two unwavering facts:

Fact #1: You only have control over yourself—your actions and your emotions.

Fact #2: People will continue to be, well, PEOPLE. Their actions are completely beyond your control, and often reflect a perspective, rationale, and behavioral preference different from your own.

With the reality that you can only control yourself in mind, consider the following pointers for improving your daily communication:

  1. Recognize the situations that stimulate your energy. When are you most comfortable? When do you perform at your best? Seek out these situations and find ways to alter or eliminate the situations that bring you down.
  2. Be consistent in what you do to control stress. Once you’ve identified a cause of stress and created an action plan, be persistent in your new habit. If you decided to reorient your role during the weekly meeting, build a short reminder of your new habit into that morning’s routine.
  3. Be authentic in your emotional expression. Nothing can wreak havoc on your emotional state worse than a misleading façade. Until you’re honest with yourself and others about what’s tough for you, you won’t escape the stress and dread of the situation.
  4. Combat the “If only she/he would…” reaction. Remember facts 1 and 2? Instead of blaming others for your stress or feelings of frustration, realize that the best way to avoid feeling this way in the future is to ask yourself, what can I do to avoid feeling this way in the future? Whether it’s altering your own expectations, resolving not to feel so deeply about an issue, or finding a way to circumvent the scenario that created the communication issue in the first place.
  5. Oftentimes stress in communications simply comes down to differing communication styles. Instead of jumping to conclusions of ill will or incompatibility, make the effort to observe how others listen and speak, and match your own style of communication with the person to keep them engaged, interested, and trusting.

Dedicate yourself to developing a plan. Learn from each new experience and looks for areas for improvement. If you’re interested in learning more tools for de-stressing your life and improving communication, feel free to send an email or phone call in my direction!

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March 11, 2015 Finding Your Inner Garden

Are you stir crazy? Ready for spring? Ready to walk around in sandals and shorts again? You’re not alone! This time of year tends to make people antsy and irritable and that kind of attitude can cross over into the workplace. But how to fight the late-winter agitation? How can you possibly be productive when you’re feeling so tense?

One solution is to spend a few minutes each day in your “inner garden.”

By now, most people accept that meditation is a great way to calm the mind, release stress, and get us focused for the rest of the day, but many of us think we’re too busy for such “fluff” like meditation. We’re Americans! We’re trained to soldier through the workday without pausing to think about ourselves or our mental wellbeing.

I encourage you to pause.

When you’re feeling wound-up or things aren’t quite going your way, dedicate a few minutes to yourself. Find a quiet space in your workplace, close the door, and picture yourself sitting in a beautiful garden. A warm breeze is playing on your cheeks; you’re surrounded by fragrant blooms of red and purple and yellow. Just let yourself sit and be restful—do NOT allow your mind to drift to work or the troubles you’ve had that day, and if your mind does wander, gently bring it back to the garden.

If you’re having trouble picturing your “inner garden,” hop online for a few minutes and search for images of “beautiful gardens” or “peaceful gardens.” Then, use one of those images as your focal point as you allow your mind to drift into your garden.

Try building up to ten minutes of meditation time. If that seems like too much at first, start with five minutes. Even though this may not seem like a significant chunk of time, you’ll be amazed at how relaxed and refreshed you’ll feel at the end of it.

I challenge you to visit your inner garden every day this week and see how it helps your attitude and productivity. Until the flowers actually bloom again, I hope this technique will help you relax and rejuvenate so you can take on any challenge the day might offer.

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