Today, sales are about much more than breaking out your old “elevator pitch.” The fact is, 60% of people find the generic sales pitch to be irritating. It’s a “seller-centric” way of making a deal whose effectiveness has waned in the internet era.
Consider storytelling as a way to make a connection with your prospect. A recent study found that only 5% of meeting attendees remember statistics, while 63% recalled stories. So… how do you tell a great story and make the sale?
Ditch the Pitch and Tell Your Story
Today, thanks to the internet, customers are more interested in how you can help meet their specific needs rather than being “sold”. Storytelling derives its power from our ability to empathize with characters who face similar challenges, persevere and overcome. It’s a way to humanize the process and it can create a lasting connection with your prospective customer.
Becoming a Great Storyteller
Like any other learned skill, the art of storytelling gets easier with practice. Here are some tips to help you get started.
- Focus on Them – The traditional pitch usually leads off with the most compelling stats about your product, but your prospects probably aren’t listening. Talk about their needs and pain points – what problem can you help solve for them?
- Cover Customer Pain Points in Your Story – Ask your prospects about what challenges they are facing then relate a similar story that includes a solution on how those challenges were solved. This can help you discover more about your prospects and their needs.
- Develop a Substantial Story Bank – Be sure to keep your stories consistent throughout your sales team. A story bank is useful to keep everyone on the same page.
Storytelling is an excellent way to truly connect with prospects. Like everything else, it takes practice; the best salespeople don’t tell stories “off the cuff.” Be sure to practice, rehearse with your team and refine your stories as you go. Then watch your business grow!
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