The fast pace of today’s digital world has changed the attention span of today’s audience. If you don’t grab your audience’s attention in less than 30 seconds, they will tune you out. So, don’t open with the usual introductory remarks, like thank you for joining me, or telling them what you are going to talk about. Dive right in with the number one sales tactic, a story.
Why Stories Engage Audiences
Both the teller and the listener are wired for story. We think in stories. Consider the caveman and how telling stories around the campfire warned others of dangerous animals or situations. Stories capture our interest with emotional words and allow us to simulate experiences without actually living them. Just as those around the campfire could virtually experience escaping a ferocious lion, customers can try on your solution or learn something meaningful about you. Cave audiences wanted to know how the caveman dodged the lion. Your customers want to know what is happening, what is at stake, and why should I care. They are also eager to learn what happens next in your story.
You Don’t Have to Be a Hollywood Screenwriter or Novelist
Many people think that they can’t tell engaging stories because they don’t have the skills or experience of a screenwriter or novelist. However, you don’t need those credentials to relate a winning story. Your story needs to help the listener put things in context. It has several critical elements
(1) The main character should be you or someone you know. However, you can tell someone’s else’s tale, if you know it well and communicate that it belongs to someone else. Your description allows listeners to relate to you or your main character. It is essential to be authentic as authenticity wins respect, and respect generates trust.
(2) Ensure the goal of the main character is clear. It allows the listener to understand the point or purpose of your anecdote.
(3) Motivation explains why the goal is vital to your main character. It will enable the listener to identify with and have empathy for him. It also shapes the understanding of the person and the story.
(4) There must be conflicts or problems. If there were nothing stopping her from achieving her goal, there would be no story. It is also essential to have a probability of failure and the consequences of that failure. That risk creates the tension and excitement that makes the listener want to know what happens next. When you share your struggle, they can envision themselves in the same situation.
(5) As a result of overcoming your challenge, you have a breakthrough or have learned something. You share your insights with the listener and give them hope they can overcome their challenges.
(6) The outcome or result relates how that knowledge changed your thinking or behavior and improved your life. Now the stage is set for a call to action. What is it that you want the prospect to do next? Is it the next meeting with additional stakeholders? Is it a demonstration? Or is it a request to authorize an order for your solution? At the end of your story include a call to action.
Although there are six elements, the story does not have to be more than one or two minutes.
Stories Build Trust and Lead to Sales
As I mentioned, stories put information in context. When you include your struggles or your failure and how you overcame them, you are significantly more convincing than typical presentations. You also communicate that you are honest. People wouldn’t lie about their struggles or failures. Also, when you provide insight into who you are and why you do what you do, you build trust. It is important because people only trust about 30% of the people they don’t know, but they trust over 70% of the people they do know. Research shows they buy from people they feel they know and trust. So, when you tell engaging stories, your audience will feel they know and trust you, and they are significantly more likely to buy from you. It is as simple as that.
Getting Started
You can learn more about the value of storytelling and how to close more sales by crafting and telling a good story. Get our FREE mini-course on Why Storytelling is Critical to Your Success. We filled it with tool and tips to help get started. https://salestrainingsolutions.com/courses
If you find it helpful, you can enroll in our full Presentation Skills and Storytelling video course that takes you step-by-step to successful storytelling.
About the Authors: Phyllis Mikolaitis and her business partner John Switzer are speakers, storytellers, sales coaches, and training developers, each with over 30-years’ global experience. They are dedicated to helping you learn the latest persuasion techniques incorporating insights and stories to win the sale.