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Is Selling Really Story Telling?
Tim Connor, CSP & Mike Hourigan CSP
One of the best ways to get a point across regardless of the situation (a sales call, a coaching session or anytime you are trying to influence someone) is with a story, an illustration or an example.
Why are stories an excellent selling tool? Why do they improve the understanding in communication? Why don't more salespeople tell more stories? How can you develop more stories?
Why are stories an excellent selling tool?
The most effective communicators in history were tremendous story tellers: Jesus, Will Rogers, Mark Twain, President Bill Clinton to mention a few.
Why did they use stories to get their points across?
Very few people are conceptual thinkers. Research shows that less than 2% of the population are conceptual thinkers. A conceptual thinker is a person who can figure out what you are saying with a limited number of words or examples. They can mentally connect the dots without your help. That leaves the other 98% of the population receiving garbled messages. Stories help non-conceptual thinkers relate to your points, message or presentation.
Why do they improve the understanding in communication?
Everyone sees things uniquely based on their own filters or perception. These filters or mindsets are formed early in life and influence our attitudes, reactions, beliefs, expectations and everything else. Stories are an effective tool for ensuring that in any communication situation you and the other person or people are on the same page. They may not have had a similar experience as related in your story, but nonetheless they will more clearly see your point as a result of the story.
Why don't more salespeople tell more stories?
Most salespeople are either in too much of a hurry to make the sale - and stories take time to tell, don't know how to tell stories that reinforce their message, or don't have any stories to tell. (They really do, they just tend not to see how the experiences they have had in the past with other clients or sales situations can be related in an interesting or thought-provoking story.
How can you develop more stories?
Everyday, no matter what you are doing, your activities, outcomes, circumstances - whatever, give you tremendous material for story telling. The point to remember is you should help the prospect picture themselves in the story and the outcome of the story is favorable to them relative to your product or service in some way.
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About the Authors:
Mike Hourigan and
Tim Connor are co-authors of the book
SOLD - Discovering the World's Best Sales Training Program. They help companies who want to increase their sales results through better hiring, management and a revolutionary new sales method.
They are available to speak for your or your company on ony of these topics.
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