The Right Words are Key to Stories that Sell per Caryn Kopp, Ep #326
People are more likely to listen and emotionally connect to a story versus facts. That\u2019s why when you have a chance to tell a story, you\u2019re more likely to make that emotional connection. It\u2019s even better when they can see themselves in the story. But how do you tell stories that land? According to Caryn Kopp, it\u2019s all about using\xa0the right words.
Outline of This Episode- [0:59] Why is storytelling an important skill to possess in sales
- [2:03] Can you become a gifted storyteller?\xa0
- [3:17] The ingredients of a great story that sells
- [6:32] The characteristics of a good storyteller
- [8:11] Resources to improve your storytelling abilities\xa0
- [9:35] Caryn\u2019s top three storytelling dos and don\u2019ts
- [12:09] How the right words are influential
Caryn\u2019s company is built of senior business developers\u2014that they call door openers\u2014representing their clients and landing them meetings. Caryn is constantly asked if she can train sales teams to be better. The short answer is yes.\xa0
However, she can\u2019t train them to be someone who\xa0loves\xa0what they\u2019re doing. Some people just have it in their DNA. Some people have the gift for storytelling and others can improve if they learn how to structure a story to make emotional connections.\xa0
The right words are key to a great story that sellsCaryn believes that there are three things you need to focus on when you\u2019re telling stories:
- Start with the end in mind: What is it that you\u2019re trying to accomplish through your story? Are you trying to get a meeting? Are you asking to close? Are you trying to nurture the relationship? What words, concepts, and themes will make the most impact where you are in the relationship with the prospect?
- Speak to the person\u2014not the persona: People get caught up in the persona. But it lacks flesh, blood, and feelings. If you\u2019re speaking to someone, you\u2019ve likely researched who they are. You know their background and challenges so you can make your storytelling connect.\xa0
- Every word matters: Caryn\u2019s philosophy is that the person with the best words wins. That doesn\u2019t mean the best product or service always wins. When you prepare your story, make sure each word will work as hard for you as it can.
Instead of saying, \u201cI\u2019m going to\xa0show\xa0you how this works,\u201d say, \u201cI\u2019m going to\xa0prove\xa0how this works.\u201d Replace words that help your story land with more impact.
The characteristics of a good storytellerCaryn believes that a seller needs to truly care about the person with whom they\u2019re speaking and that they want to make their life better. They can make an emotional connection using words that communicate those ideas. Lastly, a great seller is present. You can make adjustments to your story in real-time as people react. How are they breathing? Should you stop and ask a question?\xa0
What are Caryn\u2019s top three storytelling dos and don\u2019ts? Listen to find out!
The right words are influentialA prospect was considering Caryn\u2019s door opener service because she needed to grow her organization's sales. They were great at closing sales but didn\u2019t have time to get the opportunities.\xa0
Caryn was sitting outside Starbucks, waiting to get a latte when she got on the phone with her prospect. The prospect understood the service offering. She thought it was a perfect fit. Then she said \u201chowever.\u201d She said they had several investments coming up and had to prioritize them first and revisit Caryn\u2019s service at a later time.\xa0
But Caryn was prepared. She could have just said, \u201cLet\u2019s just connect in a couple of months.\u201d Instead, she said, \u201cIn our previous conversations you told me that getting more opportunities and closing more sales is one of your highest priorities, especially to show your investors that you are able to do this.\u201d She asked one last question, \u201cIf we don\u2019t proceed together, how will you accomplish your goals?\u201d\xa0
Then she waited. Caryn\u2019s prospect said, \u201cYou\u2019re right. If we don\u2019t move forward now, we can\u2019t reach our goals. Let\u2019s get started.\u201d\xa0
What can you learn from Caryn\u2019s story? She shares how her framework helped lead her prospect to the sale in this episode. Don\u2019t miss it!\xa0
Resources & People Mentioned Connect with Caryn Kopp Connect With Paul Watts\xa0Audio Production and Show notes by
PODCAST FAST TRACK
https://www.podcastfasttrack.com