Nancy Duarte, known for her work with Steve Jobs, Al Gore, Adobe, Cisco and many others, states that incorporating a story into presentations has an exponential effect on outcomes.
Proof for this statement is the Apple launch of the iPod and the iPhone. Both can be viewed on YouTube. (https://www.youtube.com/watch?v=bz1ZWvZBGYM ; https://www.youtube.com/watch?v=x7qPAY9JqE4) A story defines the prospect as the hero and takes her on a journey that includes what Duarte calls S.T.A.R. (Something They’ll Always Remember) moments that enlighten the prospect and magnify the idea. Thus the salesperson has a significantly greater opportunity for success.
In their bestselling book, Made to Stick, Chip and Dan Heath discuss the findings of psychologist Gary Klein regarding the value of storytelling. Klein found that storytelling is an effective teaching tool as well as inspiring and motivational. The Heath brothers relate several stories about how emotional ideas make people care and credible ideas make people believe. (Heath 2008, p205-206). In their follow-on book, SWITCH, the Heath brothers describe how successful people have told stories that unified the rational mind and the emotional mind to achieve dramatic results.
Storytelling is not part of outdated selling processes but an integral part of selling your insights. The purpose for telling a story is to persuade someone to buy a product, a service or adopt an idea. It is a persuasion technique that primes the mind of the audience to be open to insights and ideas.
Stories demonstrate to the prospect that you understand their business and their needs or opportunities. Thus it builds trust and the more trust you build, the more likely prospects are open to listening to your insights.
A purposeful story is not just a retelling of a series of events. It describes a series of events with details, emotions and words that compel the listener to move forward toward an insight or conclusion. It begins by shining a light on the customer’s problem, challenge or opportunity. It will resonate with the audience.
A good story differs from a case study as incorporates the struggle to meet the challenge or to make the change to take advantage of the opportunity. It is heart centered not head centered. Stories make facts and figures memorable because they put them in context so they guide the audience to the desired conclusion and they take action.
A compelling story contains enough emotional description that the audience can envision being in the hero’s shoes. When the audience can feel the experience of the story as their own, they are engaged and want to know the outcome.
The best stories make a connection between the audience and the salesperson turn the conversation into a co-creation of a “we” solution. The audience realizes what is in it for them and in the end says, “Aha, I get it!”
About the Authors: Phyllis Mikolaitis and John Switzer are sales coaches and training developers each with over 30 years’ global experience. They are dedicated to taking you beyond the typical “ how to” courses to the heart of persuasion techniques incorporating insights and stories to win the sale. Read more about us on our “About” page and check out our courses on this website. We continue to add more and more free stuff to help you get started telling your stories.
