The Value of Storytelling in Sales with Mary Jane Copps, Ep #297
b'Storytelling is the\\xa0best\\xa0way to help someone learn and understand the value of a new concept, product, or service. Mary Jane Copps also believes that it\\u2019s a great way to build rapport. In this episode of the Sales Reinvented podcast, Mary Jane shares how a good story is crafted, what makes a great storyteller, and even tells one of her favorite stories. Don\\u2019t miss it!
Outline of This Episode
- [0:46] Why is storytelling an important skill to possess?
- [1:35] Is storytelling something that can be learned?
- [2:08] The ingredients of a great story that sells
- [3:26] The attributes of a great storyteller
- [5:03] Improve your storytelling abilities with these resources
- [6:38] Top 3 storytelling dos and top 3 don\\u2019ts
- [10:37] The importance of follow up in sales
The ingredients of a great story that sells
What makes for a great story that sells? According to Mary Jane Copps, you need to start with a challenge that is customized to the audience you\\u2019re speaking to. The story must include some sort of lesson or challenge that you overcome. Mary Jane points out that there\\xa0needs\\xa0to be a hero. The hero may be the product or service\\u2014or even you. But storytelling is also a great way for people to get to know you. You can make them laugh. It allows you to build\\xa0trust. A good story can help someone go, \\u201cI should work with this person.\\u201d\\xa0
The attributes of a great storyteller
When you\\u2019re telling a story, you need to pace yourself. You need a good tone of voice and delivery to build excitement and trust. You have to customize it to the audience you\'re speaking to. You must also be empathetic. It tells the prospect you\\u2019ll have empathy and compassion with them. If you\\u2019re telling a story about yourself, you must be humble.\\xa0
Want to improve your storytelling abilities? Be sure to check out the resources below!
Top 3 storytelling dos and top 3 don\\u2019ts
What does Mary Jane live by when it comes to storytelling?\\xa0
- Humor is\\xa0key. Once people are laughing, you know you have their full attention and that they\'re enjoying themselves.\\xa0
- Allow yourself to be vulnerable as a storyteller. Tell your story truthfully\\u2014share successes\\xa0and\\xa0the failures you had to overcome. Vulnerability allows you to build a strong foundation of trust.
- Match the story to the audience. You shouldn\\u2019t tell a story for the sake of telling a story. Instead, it should match what is important to the prospect or customer.
- Don\\u2019t be boastful. When you\\u2019re selling, you have to share the success you\\u2019ve realized with other clients. It\\u2019s an important aspect of growing a business and creating revenue. However, do it humbly.
- Don\\u2019t make your story a novel. When you go to networking events or cocktail parties, no one wants to get stuck with the person who is telling stories and never stops. Make them pithy, easy to listen to, and don\\u2019t take over the entire conversation.
- Don\\u2019t go off-topic. Don\\u2019t throw in a story that you enjoy but has nothing to do with the conversation at hand.
The importance of follow up in sales
Mary Jane met an entrepreneur with three young children who\\xa0also\\xa0owned three franchises. One day, she happened to be home and a young person with a lawn maintenance company knocked on her door to give her a quote on maintaining her lawn. As a busy young Mom, she would delegate\\xa0anything\\xa0she could. He left the quote in her mailbox\\u2014and she never heard from him again. They never followed up.
When she shared the story with Mary Jane, she said \\u201cIf you want my business, you call me. It doesn\\u2019t matter how much I need the help\\u2026if they didn\'t have the time to follow up with me, they weren\\u2019t going to get my business.\\u201d
Don\\u2019t confuse persistence with pestering. You want to follow up to show your prospects you want their business. You understand they\\u2019re busy and you\\u2019re taking responsibility for making the relationship happen.
Resources & People Mentioned
Connect with Mary Jane Copps
Connect With Paul Watts\\xa0
Audio Production and Show notes by
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