Hi everyone, following up my last post with something a bit more complex and substantial, but also something that has really transformed my selling over the last few years (all credit to WBD, article is linked).
Storytelling! When you tell a good story that connects with your buyer you can really see the lightbulbs go off and see that they are really internalizing the value and putting themselves in the shoes of person in your story. I tell stories during cold calls/discovery/demos, you name it.
The key to excellent story telling (for me) is:
1) Making the story personal! I always use names and titles and sometimes will share the company name and where they are based (if i have permission) - when crafting a story. We need to relate the person in the story to the person we are speaking with, but only implicitly, they need to connect the dots in their brain.
2) DON'T SKIMP ON THE PAIN! really emphasize the problem in the story and all the compounding and downstream impacts the problem caused for the individual you are speaking about.
3) Now we frame the hero in your story, and the IMPACT not the functionality that they were able to achieve and resolve the pain points from above for their organization. In their mind, the prospect is already seeing them selves as the hero and the brain is releasing dopamine and other feel good stuff. A good story is entertaining! They will enjoy the conversation, feel like they are learning something value & are going to be more likely to buy!
The framework is simple and the stories can be told in 60 seconds but I promise this will take your game to the next level.