Use Stories to Demonstrate Trustworthiness per Annette Simmons, Ep #333
b'
Sales is about building relationships. People want to have faith that you\\u2019re a good person and that you\\u2019re there for the right reasons. They don\\u2019t get to see you in action. But if you tell a story about a real experience, it shares a sample of your behavior. It allowed them to decide whether or not you\\u2019re trustworthy. Annette Simmons firmly believes that storytelling is the substance of relationships. Learn how she uses stories to demonstrate trustworthiness in this episode of Sales Reinvented!\\xa0
Outline of This Episode
- [0:44] Why is storytelling an important skill to possess in sales?\\xa0
- [2:01] Is storytelling something that can be learned?\\xa0
- [3:25] The ingredients of a great story that sells
- [5:04] The attributes of a great storyteller
- [6:53] Resources to improve your storytelling
- [9:55] Top three storytelling dos and don\\u2019ts
- [12:40] Using a story to demonstrate trustworthiness
The ingredients of a great story that sells
A great story is a significant emotional experience narrated so that it feels real to the teller and the listener. How do you know what stories to tell? Annette says to think of a time when you can share a quality that earned you the right to be trusted. What examples from your background of when you were that quality? Or when you blew it? If you narrate it as a real experience using your sensory imagination, magic happens. If you are in the moment, other people feel it as real. But the key is that you have to share a substantive\\xa0true\\xa0story.\\xa0
The attributes of a great storyteller
Authenticity is #1. Salespeople are trying to build a relationship of trust. When Annette was researching storytelling and sales, she came across a story about a supplier to Walmart. He had been trying to sell to them for ages and never got a sale. Then the purchaser called and asked him for something he didn\\u2019t have\\u2014but he knew who did.\\xa0
So he gave the purchasing agent the name of the person who had what they wanted. That\\u2019s where he started to build trust. So when he had what they were looking for, they already trusted him to deliver. What are the other attributes? Listen to hear Annette\\u2019s thoughts!
The 6 kinds of stories you must tell
Annette believes there are six stories every salesperson must be able to tell.\\xa0
- Who I am
- Why I\\u2019m here\\xa0
- A story that teaches something
- A vision story
- A value-in-action story
- The \\u201cI know what you\\u2019re thinking\\u201d story
When you hear a story, it prompts you to think of a story. People start sharing stories, which is when the magic happens. Storytelling is a collaborative process. Practice your story with someone else so you see if you\\u2019re recreating an emotional experience. If you\\u2019re not, you get a chance to correct it before you\\u2019re in a sales situation.\\xa0
Using a story to demonstrate trustworthiness
When Annette does facilitator training, she caps the classes at a max of 10 people because the work is intense. She wanted people to have the freedom to work on themselves as well as learn the process. For one of her training sessions, she had five people signed up, each paying their own way. A large client reached out to her and said they\\u2019d take the remaining spots.\\xa0
Instead of agreeing to take all five, because she didn\\u2019t believe it would be fair to her current participants, Annette said she could accept 2\\u20133 and the others could join the next training. She wanted to make sure it was a good experience for everyone. The woman told her she wouldn\'t be getting her business and hung up on her.
People might hear that story and focus on the thought that she lost business. Annette doesn\\u2019t care. She shares the difficult things they don\\u2019t want to hear with positive intent. What stories can you share that might be difficult but will create trust? And create a context where you are being honest and authentic? Annette will make decisions that are in the best interest of her clients, even when they disagree. Telling that story creates a powerful base for a relationship and builds trustworthiness.
Resources & People Mentioned
Connect with Annette Simmons
Connect With Paul Watts\\xa0
Audio Production and Show notes by
PODCAST FAST TRACK
https://www.podcastfasttrack.com