How to Master Compelling Story Selling Roy Furr, Ep #299
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Everyone has a filter and when they know they\\u2019re being sold to, they shut down. However, storytelling bypasses that filter and connects directly with the emotional brain. It helps your brain determine if you trust that person. Stories are the\\xa0oldest\\xa0form of communication. If it works so well as a method of communication, why wouldn\\u2019t it work in selling?\\xa0
That\\u2019s why\\u2014in his book \\u201cThe Ultimate Selling Story\\u201d\\u2014Roy shares how to \\u201cCut through the marketing clutter, forge a powerful bond with your market, and set up the sale using the hero\\u2019s journey of\\xa0story selling.\\u201d Learn more of his methods in this episode of Sales Reinvented!
Outline of This Episode
- [0:54] Why is storytelling important in sales?
- [2:08] Can anyone learn the art of storytelling?\\xa0
- [3:48] The great storytelling formula: PAISA
- [6:47] What are the attributes of a great story seller?
- [9:41] Resources to improve story selling
- [11:07] Roy\\u2019s top 3 story selling dos and don\\u2019ts
- [15:23] The Titans of Direct Response
Can anyone learn the art of storytelling?
Some people are naturally gifted at storytelling. If you aren\'t one of them, you can learn how. Everyone\\u2019s heard of the hero\\u2019s journey. There are equivalent templates in storytelling and story selling. There are common structures and common purposes. If you want to get better, you have to practice. You can also do things to get out of your own head. For example, Roy joined an improv comedy class.\\xa0
The great storytelling formula: PAISA
Roy notes that the story itself is important but telling a good story doesn\\u2019t make you a great story seller. You need to build a character that shows a relationship with the prospect. Then you need to nail the story context.
Then you have to implement the great storytelling formula:\\xa0PAISA.\\xa0
- Problem: You start by connecting with someone in the context of their problem\\u2014an actual problem or an unfulfilled desire.\\xa0
- Agitate: You have to agitate the emotions that make them want to take action.
- Invalidate: You have to invalidate the other options they\\u2019ve considered (i.e. a competitor)
- Solution: What is an effective solution to the problem that you started with?\\xa0
- Action: What action do you take in the end? What does it take to close the deal?\\xa0
You can use these two strategies to craft and tell\\xa0great\\xa0stories.\\xa0
The attributes of a great story seller
Roy believes that a great story seller needs three main attributes:
- The ability to actively listen: You may think that sales is one-way communication and putting yourself out there. But you have to pay attention to what your prospect cares about and is interested in. It will improve your ability to sell because you can cater your stories to the prospect.\\xa0
- The desire to gather stories: If you have your own great PAISA stories, client stories, etc. you need to gather them so you have a story available when you need to use one.\\xa0
- The knowledge that you need to understand your audience: What matters to them? Are you curious enough to set your ego aside and pay attention to what your audience is engaged with?\\xa0
One of the best things that can happen when you tell stories is when you\\xa0imagine\\xa0the story you\\u2019re telling. If Roy is telling a story about what someone is facing at work, he starts by imagining what their office environment is like. Imagining the three-dimensional space makes the story more compelling because you\\u2019ll include details instead of just outlining points.\\xa0
Roy\\u2019s top 3 story selling dos and don\\u2019ts
- Don\\u2019t\\xa0think just because you tell a story that someone will buy. You still need a great offer that matches your audience. If your story doesn\'t build trust and serve the selling message, they won\\u2019t buy.
- Don\\u2019t forget that your job is to move the sale forward. An individual story may not close the deal but it may take the customer further toward making a decision. Maybe the goal of a story is to get their attention, book the next phone call, or get them to believe in your product.\\xa0
- Don\\u2019t tell a story without a purpose. If your story doesn\\u2019t have a sales purpose, it\\u2019s not doing its job\\u2014and may make the prospect question why they\\u2019re listening to you.\\xa0
- Start in the middle of the action instead of at the beginning. You don\\u2019t need the backstory. Start in the context of what\\u2019s going on in the moment that\\u2019s closest to the point of decision or peak excitement. Eugene Schwartz once said, \\u201cEvery good sales message should open like an action movie.\\u201d\\xa0
- How does the story serve the buying decision process? The prospect needs to make a sequence of decisions to propel them toward a purchase. Your prospect needs a pathway.
- Include conflict in the story to make it interesting. A level of animosity, conflict, etc. makes the story more compelling.\\xa0
Listen to the whole episode to hear Roy tell a compelling story that sells.
Resources & People Mentioned
- Get some\\xa0FREE resources\\xa0from Roy
- The Titans of Direct Response
- Breakthrough Advertising\\xa0by Eugene Schwartz
Connect with Roy Furr
Connect With Paul Watts\\xa0
Audio Production and Show notes by
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