Podcasts Business Sales Reinvented Storytelling Drives Connections that Result in Sales with Justin Zappulla, Ep #315

Storytelling Drives Connections that Result in Sales with Justin Zappulla, Ep #315

Published: Sept. 14, 2022, 7 a.m.

Justin Zappulla believes storytelling enables salespeople to deliver a deeper, more emotional connection with their customers. It\u2019s a fundamental human experience that everyone can relate to. It drives a deeper connection. When you\u2019re communicating, you want that conversation to be as effective as possible. Storytelling is a critical skill to master in this process.\xa0

Outline of This Episode
  • [0:49] Storytelling drives connections
  • [1:39] Can you learn to become a better storyteller?
  • [2:50] What makes a great story that sells?\xa0
  • [3:45] Attributes and characteristics of a great storyteller
  • [4:23] Resources to improve storytelling abilities\xa0
  • [5:12] Top 3 storytelling dos and don\u2019ts
  • [7:40] A story that demonstrates the power of story
Can you learn to become a better storyteller?

Some people are naturally gifted storytellers. For some, it\u2019s how they prefer to communicate or they\u2019ve simply told stories their whole lives. But if you aren\u2019t one of those people, storytelling is a skill that can be learned.\xa0

You just need to understand what makes a great story. There are a few components you need to use and need to practice. Above all, you want to share stories that are relevant to your customers that will drive a point home.\xa0

What makes a great story that sells?\xa0

Justin points out that storytelling doesn\u2019t have to be complicated. It comes down to two things:

  1. Be\xa0authentic: People can tell when you\u2019re forcing something. Telling a story shouldn\u2019t be about manipulating an outcome. But storytelling drives connections, which can lead to the desired result of a sale.\xa0
  2. Tell stories that directly relate to the client\u2019s\xa0specific situation. What were the common challenges, conflicts, resolutions, solutions, and results?\xa0

Remember, relevant stories are the ones that will make an impact.\xa0

Attributes and characteristics of a great storyteller

Justin believes that salespeople need to master presentation skills. When you\u2019re delivering a message,\xa0how\xa0the story is told is important. You need to use the right words to illuminate the key message(s). You must talk at the right pace to capture attention. You have to pause when necessary to create suspense. Allow your audience a moment to think about something.

What are Justin\u2019s 3 storytelling dos and don\u2019ts? Listen to find out!

A story that demonstrates the power of story

In the late 2000s, Rob Walker set out to prove how powerful storytelling is. He went on eBay and bought 200 objects, around $1 each. Then hired 200 writers to write a story about each object and relisted them on eBay. One item was a plastic horse's head. After posting it with a backstory, the $1 item sold for $60. He ended up reselling all 200 items for $8,000\u2014all because of the stories he told.\xa0

How do you create value? How do you help your customers see you as a fit? How do they see the value in the price you offer? Storytelling does just that. It\u2019s not just sharing benefits and features\u2014It helps people relate in a way they haven\u2019t.\xa0

Resources & People Mentioned Connect with Justin Zappulla Connect With Paul Watts\xa0

Subscribe to SALES REINVENTED

Audio Production and Show notes by
PODCAST FAST TRACK
https://www.podcastfasttrack.com