How Personal Stories can Be Relevant in Sales per Kristie Jones, Ep #316
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Storytelling helps the listener connect emotionally to the message you\\u2019re trying to convey. It\\u2019s also helpful for the listener (prospect, customer, etc.) to remember concepts, pain points, and more. You can use stories to demonstrate that other people are facing the same challenges and how you helped them with your product or service. Most salespeople avoid personal stories in the sales context, but not Kristie Jones. Find out why in this episode of Sales Reinvented!
Outline of This Episode
- [0:55] Why storytelling is important\\xa0
- [1:59] Can you become a better storyteller?
- [3:33] What makes a great story that sells?\\xa0
- [5:06] Attributes and characteristics you need
- [6:56] Resources to improve your storytelling
- [8:55] Top 3 storytelling dos and don\\u2019ts
- [10:48] How do you make a story concise?
- [12:13] Why personal stories have a place in sales
- [16:15] Learn more about Kristie\\u2019s book\\xa0
Anyone can become a better storyteller
Kristie points out that storytelling comes easier to some people than others. In fact, she never used to tell stories. So when she started writing a book, she hired a coach. The first thing the coach asked her to do was write down 10 stories (so the coach could see a baseline of her skills).\\xa0
Kristie learned that she could use examples\\xa0completely unrelated to sales\\xa0to teach concepts. You can take things from your personal life within the same context and apply them to business.\\xa0What in your own life could you use to relate a concept or message to a prospect?\\xa0
What makes a great story that sells?\\xa0
You want to bring the emotions and pain to the surface. Kristie likes to say that \\u201cDiscovery isn\\u2019t an event, it\\u2019s a process\\u201d. Every time you get on a call with a prospect, you have to take the pain you discovered and make it tangible and real in the moment.\\xa0
Some of the best storytellers are naturally funny. Humor can diffuse many situations. If you\\u2019re funny, that\\u2019s your secret weapon\\u2014use it. How can you build suspense in your story? How can you build emotion and deliver the punchline? How can you connect the story to your point? Those are all things to consider when honing in on stories to use in the sales context.\\xa0
Attributes and characteristics you need
You need to know your audience. You can relay a funny or suspenseful story depending on who you\\u2019re playing to. Kristie loves sports and easily jumps to sports analogies. But if she\\u2019s talking to a musician, football may not be relevant.\\xa0
Then you need to find a way to connect with your audience. What do you and the prospect\\xa0personally\\xa0have in common? Learning this can help you determine what personal stories to have in your arsenal. You also need to have empathy to be a better storyteller. The stories you tell need to demonstrate that \\u201cyou\\u2019re not alone.\\u201d\\xa0
What are Kristie\\u2019s 3 storytelling dos and don\\u2019ts? How do you make a story concise? Listen to find out!\\xa0
Why personal stories have a place in sales
Kristie\\u2019s book is geared toward helping sales reps figure out what their \\u201clane\\u201d is, i.e. what category of sales do you want to be in? To use sales to sell your way into the life you want, you have to be in the right sales role (customer success, hunting, gathering, etc.).\\xa0
Kristie was 5 when she began playing softball and she continued to play through high school. She started playing first base, then she moved to a different team and played 3rd base. As she grew older and stronger, they moved her to left field because she could throw to home plate easily. One day, her team\\u2019s catcher got injured. She volunteered to play the position and fell in love.\\xa0
It took a few years to figure out what her secret weapon was. She took the skills she had that were the most relevant and used them to benefit the team. You\\u2019ll have to test drive some sales positions to find the one that plays to your strengths.\\xa0
This story isn\\u2019t business related, yet she used a personal story to get her point across in a way that anyone could understand.\\xa0
Resources & People Mentioned
Connect with Kristie Jones
Connect With Paul Watts\\xa0
Audio Production and Show notes by
PODCAST FAST TRACK
https://www.podcastfasttrack.com