How to Combat Anti-Stories with Story with Indranil Chakroborty, Ep #313
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\\u201cStory is a fact, wrapped in context, delivered with emotion.\\u201d \\u2013 Indranil Chakroborty
What triggers the decision for someone to buy something?\\xa0Emotions. Then we use the rational brain to justify decisions we\\u2019ve already made. When you\\u2019re selling features and benefits, you talk to the rational part of the brain. But storytelling is a beautiful way of connecting with the emotional part of the brain. When you can do that, you\\u2019ve engaged their sense of emotion (what drives the purchase)\\xa0and\\xa0sense of logic (which justifies the purchase). Objections are simply anti-stories that you must learn to combat. In this episode of Sales Reinvented, Indranil Chakroborty shares how to combat anti-stories with story.\\xa0
Outline of This Episode
- [0:57] Why storytelling is an important skill to possess in sales
- [1:56] Can you learn to become a gifted storyteller?\\xa0
- [4:30] The 4 critical pieces of a story that sells
- [6:58] What makes a salesperson great at storytelling?\\xa0
- [8:28] Resources to improve your storytelling abilities\\xa0
- [10:11] Indranil\\u2019s top 3 storytelling dos and don\\u2019ts
- [14:08] How to combat anti-stories with storytelling
Can you learn to become a gifted storyteller?
Indranil says to think about your kids when they were young. If you walked into a room and there was a broken vase on the floor, what would they tell you when you asked what happened? Did they tell you they knocked it off the table? Or did they tell a story?\\xa0
They probably told a story, right? But did you teach them to tell a story? Probably not. You teach your children mathematics, spelling, handwriting, etc. but you don\\u2019t teach them how to tell stories. Kids across the world make things up and tell stories. It is an innate human ability.
But many logical and analytical people label themselves as left-brained. When it comes to crucial business communication, they act like they\'re only capable of sharing bullet points, facts, and figures.\\xa0
Yet before the meeting starts, the \\u201cleft-brained person\\u201d is chit-chatting and telling stories. You may call them experiences but they are stories nonetheless. Indranil emphasizes that salespeople\\xa0need\\xa0to open their minds and use that natural gift even in critical business situations.\\xa0
The 4 critical pieces of a story that sells
What are the critical things that are required to make a story?
- It needs to have a sequence of events.
- It needs to have a time marker and a location marker, i.e. \\u201cOnce upon a time in a land far far away.\\u201d\\xa0
- You need characters.
- You need an \\u201cAha!\\u201d moment that is unexpected, that makes you raise an eyebrow.
You have to be able to tell the story in a way that allows the listener to visualize what\\u2019s happening. You need your listeners to be able to empathize with the story. If you include the four elements of the story, get them to visualize the story, and\\xa0feel\\xa0it\\u2014that\\u2019s\\xa0a great story.\\xa0
But how do you make that story sell? What makes a salesperson great at storytelling? Listen to hear Indranil share what it takes.\\xa0
Indranil\\u2019s top 3 storytelling dos and don\\u2019ts
Indranil shares some eye-opening dos and don\\u2019ts in this episode:\\xa0
- Never use the \\u201cS\\u201d word. Don\\u2019t say, \\u201cLet me tell you a story.\\u201d People define stories dramatically differently than they define business. When you think of stories, you think of children and made-up stories for entertainment. Business is about adults and nothing should be made up. It\\u2019s about facts and data. It\\u2019s not about entertainment. So if you use the word \\u201cstory\\u201d most people think it will be frivolous and a waste of time.\\xa0
- Don\\u2019t use the \\u201cstorytelling voice.\\u201d You know what it is\\u2014a low-pitched eerie voice that you think sounds suspenseful. You are not in the performance business. You aren\\u2019t acting out your story. When you modulate your voice, you\\u2019ve told people that you\\u2019re telling a story.\\xa0
- Chisel out everything that isn\\u2019t critical to delivering the message of the story. You want your story to be 90 seconds to two minutes. It\\u2019s okay to insert irrelevant details when you\\u2019re at a bar talking with a friend\\u2014not in business. Share the details that are required.
What are Indranil\\u2019s three dos? Listen to find out!
How to combat anti-stories with story
How do you handle an objection, i.e. an anti-story? Indranil notes that pushbacks stem from someone\\u2019s belief systems. They come in three forms:
- They don\\u2019t have enough information
- They have a different data analysis
- They have a different\\xa0belief\\xa0
You can break through the first two objections with facts, data, and analysis. But you can\\u2019t use facts to fight belief. Why? Because belief is a story in someone\'s mind. And you can only replace a story with a more powerful story.\\xa0
Whenever you get pushback on something, determine why they\\u2019re pushing back. If it\\u2019s based on belief, no amount of arguing or data will work. That\\u2019s why you must combat anti-stories with story. So find a story that\\u2019s opposite of their belief and share it with them. You\\u2019ll put a seed of doubt in their minds and open the door to further conversation.\\xa0
Resources & People Mentioned
- Indranil\\u2019s book:\\xa0Stories at Work
- Lead with a Story\\xa0by Paul Smith
- Sell with a Story\\xa0by Paul Smith
Connect with Indranil Chakroborty
Connect With Paul Watts\\xa0
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