Everyone has a story to tell, and everyone can be a storyteller. Every day, without us knowing, we hear stories, share stories, and experience more life to have more stories to share and tell. While they are often reserved for bedtime or spending time with your elders, stories make the world go round. Stories represent history and current events; some are dramatic, while others are funny. Either way, stories help us build connections and are a great way to create and share memories.
In business, stories are instrumental in how customers view brands and how brands connect with their customers. Storytelling is so important to brands that the value of a product can increase by up to 2,706% based on its story.
Storytelling is an art and a skill worthy of mastering. However, not all sales professionals understand they should be selling by exchanging stories. Storytelling is crucial for successful sales professionals because it is imaginative and expressive, allowing customers to envision using the products in their daily lives.
In the United Kingdom, compelling storytelling is so essential to sales that it can lead to a 30% increase in a sales rep’s conversion rates. Furthermore, 15% of customers are more inclined to patronize a brand simply because they love its story. Storytelling and sales are crucial in how brands connect with their customers and set themselves apart. It’s more than a strategy; it’s a humanized sales approach that can be improved to be done well.
Sales can be fun; it’s fast-paced and great for high-energy individuals. However, sales are often unpredictable and can be hard on the esteem of even the most experienced sales professional. Implementing storytelling as a sales strategy evens the playing field for all levels of experience for sales reps because, when done effectively, it provides a consistently good customer service experience and helps sales reps close deals and meet their sales goals. However, effective sales relies on embodying a natural sales approach rather than being taught. A compelling sales story requires knowledge of the product, the audience, and, above all, sincerity.
Disingenuous brand or sales stories are the kryptonite of any brand. In business, sincerity is the pathway to long-term business success. Veering off this path can lead to a brutal hit to your brand’s reputation, setting your brand image back, which could take years to recover from. Being authentic to your brand voice and personality makes a difference in how customers support your brand.
And there are numbers to back this up: 86% of UK customers decide which brand to support based on how authentic your brand story is. Mastering sales through storytelling involves understanding the elements of a good story: the beginning, middle, and end. When you engage with customers in-store, it’s important to consider their time and energy levels. Being aware of the time constraints of your average customer and how concise or flexible you can be in presenting your story makes a difference. Try to match their energy to meet them where they are instead of making them listen to your product story like a speech. Your stories should connect emotionally, allowing the customer to dream of your product.
Sales stories are product stories, and they can fit in anywhere you’re ready to sell. They take product demonstrations to the next level. It’s like exploratory research that helps your product to come alive in one’s mind and experience. Digital marketing also provides a great platform for sharing your brand’s story. You can use social media, commercials, and your website to sell effectively through storytelling.
Consider your brand story in the upgraded sales pitch. Long gone are the days when every customer got the same run-of-the-mill sales pitch that fell flat on deaf ears. To make an impact in your industry and with your customers, master the art of storytelling and watch your sales exceed your expectations.