Listening is the Key to Telling Stories that Sell per Kendra Lee, Ep #322
A prospect needs to see themself in a solution to believe it\u2019s possible for them. Storytelling is what helps your prospects put themselves in whatever situation that you\u2019re talking about. When they can relate to the story and hear what the moral is, they\u2019re more likely to move forward. But you have to tell the right story. And according to Kendra Lee, the key to choosing the right story is listening. Learn how she utilizes this simple tool to realize extraordinary results in this episode of Sales Reinvented!\xa0
Outline of This Episode- [0:43] Why storytelling is an important skill for salespeople
- [1:26] Can you become a gifted storyteller?\xa0
- [2:20] The ingredients of a great story that sells
- [3:28] The characteristics of a good storyteller
- [6:11] Resources to improve your storytelling
- [8:28] Kendra\u2019s storytelling dos and don\u2019ts
- [11:00] Maintain control of your narrative\xa0
According to Kendra, you have to begin with the problem that the prospect or client has. Start with a common problem of the hero of your story. Share in detail\u2014using emotional words\u2014what the hero went through trying to solve that problem. You have to infuse feeling words into your story. Then you must share what the result was and what happened when they solved their problem. The beginning, middle, and end must be related to the prospect.\xa0
Listening is the key to stories that sellKendra believes great storytellers are great listeners. You can\u2019t throw in a story in your sales conversation just because it sounds good. You have to listen to what you are hearing in the sales situation. What will help your prospect or client relate to what you\u2019re talking about?\xa0
You can\u2019t do that if you\u2019re thinking about yourself, when you\u2019re going to say what, etc. You have to immerse yourself in what your prospect is saying and imagine yourself in their situation before inserting a story. Listen and draw upon your memory to share something relatable.\xa0
Kendra\u2019s storytelling dos and don\u2019tsKendra shares some poignant dos and don\u2019ts that every salesperson should keep in mind:\xa0
- Listen so you can relate a story to what your prospect was telling you. You need to connect the dots for them.
- Don\u2019t worry about the length of your story. Use whatever time you need to tell the story while keeping them engaged.\xa0
- Wrap up a story and relay it back to them.\xa0Tell them what you\u2019re gonna tell them, tell them, and then tell them what you told them. Sometimes they get so ingrained in the story that they forget why you were telling it!
- Don\u2019t rush when you\u2019re telling a story. Use your voice to help prospects get involved.\xa0
- Don\u2019t be droll or boring.\xa0
- Don\u2019t forget to check in with them to see if they understood the point of the story.\xa0
When Kendra was a brand new sales rep and nowhere near reaching her quota, her manager offered to come with her on a sales call to help close the sale. When they arrived, Kendra\u2019s manager asked to speak privately with the prospect. She came out of the office with a sly smile on her face. Kendra asked what she had told the prospect.\xa0
Her manager had told the prospect that Kendra was a brand new sales rep and that it would be important for her to get a sale. She implored him to sign the order so Kendra could make her first sale for the year. Kendra was\xa0horrified. She has never forgotten that experience and vowed to never put herself in the situation again.\xa0
She emphasizes that it\u2019s up to you to control your client conversations\u2014even when your manager is with you. You can be the one telling the stories and setting up the situation. Kendra could have gone in and been part of that conversation and controlled the narrative.\xa0
Resources & People Mentioned Connect with Kendra Lee Connect With Paul Watts\xa0Audio Production and Show notes by
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