How Stories Make You Stand Out per Bernadette McClelland, Ep #310
Stories are the earliest form of communication. They\u2019re also the most effective way to connect with someone else. When we tell a good story, the buyer can see themselves in that story. As a result, it cuts through the logical part of the brain and goes straight to the emotional part of the brain. Decisions are made on emotion and backed up with logic. You can leverage a story to connect with your buyer, demonstrate an outcome, and make a sale. Stories make you stand out. Learn how Bernadette McClelland crafts stories in this episode of Sales Reinvented!
Outline of This Episode- [0:49] Stories make you stand out from the crowd
- [1:44] Can you become a gifted storyteller?\xa0
- [2:55] The ingredients of a great story that sells
- [4:09] Attributes + characteristics of a great storyteller
- [6:14] Resources to improve storytelling abilities
- [6:56] Top 3 storytelling dos and don\u2019ts
- [10:13] How telling stories helped Bernadette get her green card
Bernadette works with technical CTOs and salespeople. They argue that everything they do is technical and data-driven and that they don\u2019t need storytelling capabilities to sell. When they realize that there is a structure, a process, a purpose, and a logical flow to delivering an impactful story, they embrace it. Some people are natural storytellers. Others realize that they can learn a structure to bring out the stories they already have, the stories that make them stand out from the competition. You have to be open to the idea that a story is a powerful mover and shaker in a sales conversation.
The ingredients of a great story that sellsEveryone is familiar with the \u201cOnce upon a time\u201d and \u201cHappy ever after\u201d stories that you tell your kids, right? Those aren\u2019t the stories that Bernadette is talking about. A great story that sells needs to have a relevant business point. You can tell a story, but what is the point? What is the outcome for the buyer? When you tell a great story\u2014for the buyer to feel themselves in the story\u2014it needs color, movement, and dialogue. The story needs some drama.
Top 3 storytelling dos and don\u2019tsBernadette shares some storytelling tips to keep in mind:
- Don\u2019t waffle. Bernadette jokes that everyone has been in a conversation with salespeople where they question: Where\u2019s this going? What does this mean? How is this relevant?\xa0Will they just shut up?!\xa0You need to have a structure to your story.
- Don\u2019t make up stories (or lie about them). If you don\u2019t want to share someone\u2019s name or business name, make it anonymous to protect their confidentiality.\xa0
- Don\u2019t put yourself as the hero of the story. Too many salespeople do this.\xa0
- Prepare stories. You conduct research before you speak to a buyer, why not do the same with your stories? Prepare a story to connect with someone (and make sure you\u2019re vulnerable, too).\xa0
- Be relevant. What is the point of your story? How is it relevant to that particular buyer? Think of stories strategically.\xa0
- Make the client the hero of the story. A salesperson with the best of intentions might try to share a case study. But a case study starts with, \u201cI have this client\u2026\u201d The minute you say \u201cI\u201d or \u201cwe\u201d you\u2019re making the story about yourself.\xa0
Even if a buyer likes you, some part of their psyche is still screaming that you\u2019re a salesperson. There's a lack of trust. If you can demonstrate vulnerability in your story\u2014perhaps where you made a mistake or a buyer had an objection\u2014it lowers their distrust. Stories build trust.\xa0
How stories make you stand outBernadette had to sell her economic value to the US Immigration Department. She remembers that it was a huge challenge to overcome. Bernadette approached the National Visa Center at the American Consulate and petitioned to get her green card.
She put together a series of nine stories that she shared with her guide, an attorney. Through these stories, she was able to demonstrate her value to the immigration department. The result? She was given a green card.\xa0
She provided evidence from her past in the form of stories to demonstrate how she could be valuable to the US economy. She fully demonstrated her mantra that stories make you stand out.\xa0
Resources & People Mentioned- Story-Powered Sales
- Putting Stories to Work\xa0by Shawn Callahan
- Seven Stories Every Salesperson Must Tell\xa0by Mike Adams
Audio Production and Show notes by
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