The value of a great story can’t be overestimated in Sales. People enjoy a good story that is interesting, engaging and most important, memorable. What I’ve noticed though is what most people love is their own story and they love telling it to anyone who will listen.
Lately, as I am coaching my amazing sales professionals, I’m aware that to really help develop a winning and powerful strategy, I ask sales reps to uncover their prospect’s story. If you want to be memorable to them get them to tell you their story; it’s the one they care the most about and they will bond with you like no other when you care enough to listen. If you really listen you’ll see the world through their eyes and discover important clues about their buying motivation, where it stems from, and what’s most important to them.
Every story has a beginning, middle and end. How a prospect got to you is only the beginning of the story because there is always a “back story” to explore. What is their “story” about the problem to be solved and thoughts for fixing it?
Then you need to move to the middle of their story where you learn about how they are personally being impacted by the problem, what the consequences are if the problem doesn’t get fixed and how that will impact them personally.
Let their story unfold as you listen carefully and ask more questions. Find out how they feel about their story, how they feel about where they are now. And, most importantly how do they want their story to end. This is such an important part of the story and one that many sales reps miss or dismiss. Tie it up and close the deal by helping them make the connection of how you, your services and your firm, help them move toward the ending they want knowing you’ll be right there with them every step of the way.
Now don’t forget to tell your own story as well. They’ll want to hear that from you but not until you listen to their story. Your story isn’t just about what you do and how you help them, it’s also about who you are and why you do what you do … for them.
