Why Imaginative Storytelling Sells with Janice B Gordon, Ep #318
Buyers can read the features and benefits of products and services. They don\u2019t need salespeople to tell them that. What do they need? Someone to help them imagine what the solution will feel like on the other side of the buying process. Storytelling helps the buyer relate the proposed solution to the buyer\u2019s problem. It helps them believe that there is a solution and they gain confidence in you. When you tell stories, it activates oxytocin and makes people feel good. Storytelling fits the way humans are wired and that\u2019s how you should communicate. Learn more about Janice\u2019s imaginative storytelling process in this episode of Sales Reinvented!
Outline of This Episode- [0:52] Why storytelling is an important skill to possess
- [2:27] Why anyone can become a great storyteller
- [4:25] The ingredients of a story that sells
- [6:16] Attributes of a great storyteller
- [8:09] Ways to improve your storytelling abilities
- [9:30] Top 3 storytelling dos and top 3 don\u2019ts
- [13:26] Change the way you engage with your audience
Everyone knows how successful Apple has been. They have a program called the three \u201cFs\u201d of empathy: feel, felt, found. It\u2019s the key to their storytelling. Does your buyer or audience empathize through the medium of storytelling? Do they see themselves in the story and say, \u201cThat\u2019s me!\u201d Or, \u201cI\u2019ve had that experience?\u201d\xa0
When you get these responses, you\u2019ll know that your stories are empathizing with your audience. You can\u2019t just\xa0tell\xa0a story. People need to engage with it. It must be relatable. When you use dialogue, it makes it more engaging. Nailing the delivery can make the difference. So whenever you get the chance, practice your stories on people you know. Even if you\u2019re a gifted storyteller, you need to maintain your skills.
Janice points out that something happens in your life every day. Even if they\u2019re personal stories, they can still be relatable to an individual buyer. Write down something that made you laugh, was unusual, or was memorable so when you\u2019re looking for a story to tell, you\u2019ll be able to find them.
Attributes of a great storytellerThe key attribute Janice believes is necessary is relatability. People need to see themselves as the hero of your story. Storytelling must contain novelty; something new. You\u2019re selling them a solution that they don\u2019t know about. Get them to imagine the new thing and relate to it. A great way to do that is to use the customer\u2019s or buyer\u2019s language.\xa0
Storytelling enables the buyer to feel comfortable with your new solution. It doesn\u2019t feel as scary when they can imagine it and see themselves in it. And if they don\u2019t see themselves as the champion of the story, you\u2019ve missed the mark.\xa0
Top 3 storytelling dos and top 3 don\u2019tsWhat are some of Janice\u2019s top storytelling tips?\xa0
- Add intriguing dialog to your stories\u2014but don\u2019t mimic accents if you do them poorly. If you\u2019re mimicking the buyer\u2019s accent and they think you\u2019re doing a poor job\u2014or are mocking them\u2014they will disengage. Stick to your own accent.\xa0
- Practice your stories with family, friends, and coworkers.\xa0
- Where do you pause in your story? Amend your story by using pauses to add dramatic effect. It changes the emphasis and helps you get the transformation across.\xa0
- Don\u2019t put your product in the story or yourself as the hero. The customer is always the hero. It helps them relate and see that there is a solution to their problem.
- Don\u2019t use jargon and marketing speak. If you do, your story won't feel personal or authentic. Use simple language when you tell stories.\xa0
- Stories are always based in truth. Never make up a story to fit what you want to sell.\xa0
Janice started working with a publishing company that was losing customers to new competition in their space. When Janice was brought in to consult, she immediately noticed they were trying to sell themselves based on features and benefits.\xa0
So Janice convinced salespeople to create stories of what they thought their customers were thinking when they were explaining features and benefits. They realized that they weren\u2019t telling the stories their customers needed to hear.
You have to stand in the shoes of your customers. When you are able to see things from their perspective, you\u2019ll have a revelation that can transform the way you sell. You want your customer to say, \u201cIf they can do that, I can do that too.\u201d\xa0
It just takes a little bit of work to move away from features and benefits and get your customer to imagine the future. What happened when they changed the way they engaged with their customers? Find out in this episode of Sales Reinvented!\xa0
Resources & People Mentioned Connect with Janice B Gordon\xa0 Connect With Paul Watts\xa0Audio Production and Show notes by
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