Storytelling is an art.
The art of communicating in a way that includes emotions and the senses brings the important and beautiful moments in life alive. Sharing or telling stories is how people connect beyond the surface. When individuals are exchanging stories together, they aren’t just listening and speaking; they are engaging in a manner that, for a period of time or for however long the conversation is, transforms information into something tangible. This could be as simple as plans for dinner, as important as clarity or resolution in a conflict, as joyous as a funny memory, or, most relevant to our industry, an agreement to make a sale.
In business, storytelling and sales are the greatest duo ever to exist. When sales associates understand the value of storytelling, they become true masters of their craft. That’s because storytelling goes beyond just your average well-developed sales pitch. A masterful storyteller is a salesperson. They can draw any listener into a web of mystery and anticipation whereby they are hanging on the next word, the next scene, eager to discover how it all ends. Good storytellers have a way of activating the imagination and the senses simultaneously. And when you combine your sales approach with good storytelling, you’re not just selling; you’re inviting the customer to join you on a delightful journey where the product in question is the main character, and now you, the customer, are connected to the story as well as the product.
Thus, a sale has been made, and this individual, who was once a stranger, is no longer a prospect but a loyal customer.
Stories are what makes the world go ’round. They’ve been exchanged since the beginning of humanity and are being told right now. The power of storytelling isn’t in the one telling the story alone; it’s in its ability to create change, spark inspiration, or build relationships between two strangers just because of the stories exchanged. Even if they never meet again, it’s the story that will forever connect them.
In business, stories are the difference between sales and no sales. And the more dynamic the story is, the more genuine and authentic it is, and the likelihood of the sale is almost inevitable. Statistics show that stories can convert into sales by up to 30% more than a traditional sales pitch. Additionally, effective storytelling can increase the perceived value of a product by an astonishing 2,706%. This phenomenon is because lively and engaging stories make facts 22 times more memorable than facts alone. A story transcends your average product demonstration. It helps your customers connect to the product and retain the information shared because it’s being presented in a way that doesn’t just talk at the person, but instead, it shows the ways your product can benefit each customer in a way that’s more natural and familiar than rattling off a list of specs.
A story makes your product come alive in a way that droning through a list of product facts and features doesn’t do. When sales associates understand the product they are selling through and through, its potential, and its benefits, they can package its presentation in a way that lets the customers feel like they are absorbed in watching a movie. They’re no longer just selling but creating an emotional connection between your customer and your product. Doing this builds loyalty with your customers and your team. Your product comes alive, not just in the story you’re telling but in the lives of everyone who experiences your product.
The sale is in the story you tell.
Your stories don’t have to be perfect. They simply have to be sincere and allow for an exchange of questions, comments, or even concerns. The storytelling sales process is collaborative. It’s an opportunity to bring prospective customers into the wonder and joy of your product. The most effective members of your sales team will learn how to tell genuine stories about your product or service. Once you know how to tell amplified, heart-felt, visual stories, whether in person or online, your business strategy becomes your brand’s creation story.