Using Storytelling in Sales

Using Storytelling in Sales

Using storytelling in sales creates a deeper level of trust, helps build rapport, and gives you a competitive advantage because it leads the prospect to a decision without sounding like a salesperson.

Go to a Tony Robbins event, or any seminar, you’ll find the teacher spends 90% of the time storytelling and 10% of the time actually teaching.

Why do you think that is?

A well-crafted story can release powerful chemicals to build rapport, garner trust, and create empathy.

Statistics show,  salespeople who tell mostly stories in 2-3 minute chunks per objections, close deals 96% more often than those who don’t.

Try this the next time you’re on the phone with a prospect and they are showing signs of resistance to your product or service.

Say to them, “Tell me, you seem to not like the information I’ve shared with you on our widgets.  Walk me through where your mind is at right now.” Allow them 1-2 minutes of uninterrupted sharing.

Then say to them, “Ah, I can imagine. You’re not alone.  A lot of the people I’ve worked with over the years felt like that at first too.”  And then share a story of a customer who you have helped, who had similar concerns and wound up ultimately happy with you because of the benefit they received.  IE: more time at home, cost savings, ROI, etc, etc.

With a well-thought-out and crafted story, a prospect can draw their own conclusions about your company, product, or service.  It lets the prospect be in charge of the narrative.

If someone is inflexible in their thinking, they tend to only want the bullet points and not the ideology. Studies show, storytelling brings people into the experience and creates a link between the conscious brain and the unconscious brain. The bullet points simply aren’t as effective.

Nonetheless, in a recent case study of companies I’ve worked with, those who on the phone could tell more stories leading to higher levels of oxytocin, endorphins, and dopamine released, had higher sales closing, and higher volume of sales than the other 80% of reps combined!!!


Share your sales questions in the comments below and I will personally answer them on my show! 

If you want to see some great examples of storytelling from stage, please visit my motivational youtube channel.

I also share more tactical content and scripts on my podcast, The Truth About Sales. 

Using Storytelling in Sales

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