Online shoppers want to know what a product means for them before purchasing, which is why descriptions are often the difference between a customer clicking "add to cart" and looking elsewhere. Do an audit of your sales pitch deck and other sales collateral. 3. How to tell a video sales story? Stories are how we learn and how we remember things. the goal.). Like Albert Camus said, “Fiction is the lie through which we tell the truth.” So stick to realistic scenarios and make it as detailed as possible within the realm of what’s logical. And by following Aristotle’s three-part story structure (beginning, middle, end), they create a message that’s easy to digest, remember, and retell. But the magic template? In Sum. The job story below might read, When sales reps are closing deals, ... Their mission is to make business personal again – and they tell their story in blog posts, on landing pages, at live events, and elsewhere. Stories are meant to be captivating as well as informative. You can use this tactic to create a short video or an Instagram story. That’s not funny. Data visualization can be intimidating and something that many organizations struggle to accomplish. Round-Up: Tell the Stories that Sell. But without a tough problem, you have no story to tell. You need to know who they are, you need to know what they want, ... Obviously, there are a lot of systems in place to allow this to happen, but this concept is yours for the taking: Tell your story well, so your best customers can tell it, too. The trigger is beyond the control of the protagonist and can be either unpleasant or pleasant. Here's How. Thinking about story structure helps illuminate the difference between a white paper and a sales pitch. You might as well accept that fact and work on delivering as polished and powerful of a tale as you can. 2. Trigger. Here’s what happened… Each meeting was getting closer to commitment and then, (mention some obstacles) the client had to take a medical leave of absence. Related: Tell Your Startup's Story and Captivate Your Audience. What my clients and I do is tell story, provide useful but incomplete content in the story, and then connect the story to our product/service immediately. Example answer: “The best memory of a sale I won was when I was able to win the sale against all odds. You can use Success Stories in your appointment-setting script, in the script you use if your entire sale takes place over the telephone, and in … In order to tell the story or to reach the conclusion you want readers to take away, you need to ask the right questions in order to get the responses you want. The Hero encounters a Stimulus, which leads them in the direction of resolution or transformation. Once they onboarded, tell your prospect about the company’s double-digit growth for 12 consecutive months -- and how that allowed … You still need to tell the ROI story—and you probably did so in general terms when you established the possible New Reality—but now you must make it real by showing concrete, specific results. Stories simplify the complicated and support our beliefs. Frame help us take new perspectives and new paths of thought which help us to escape … As salespeople, we often forget about how people learn. A sales success story is designed for the purpose of internal communication where a sales rep talks about how they navigated the buying process and closed a sale with a customer. 1. People are sold on people first. And stories are one of the most powerful tools you can use in a sales conversation if you know how to tell a good story. Or, tell a story with those ROI numbers. You don’t need to say all this explicitly in your white paper. Act 1: This act sets up your story. In order to tell a good story, you need to be familiar with an effective format. How to Tell a Good Story With Three-Act Structure. If you can tell your story in well under 60 seconds and have some extra time, be ready to relate an example or story that makes your product or service more tangible. Using the right story makes product and experience details memorable. This is the everyday life in which a story is set. You tell the story about the results your clients achieved. Just like a sales call, stories need certain elements to succeed. If you think about it, what happened in that transaction was quite magical. Use the tools and tips in this infographic to shape your stories and improve your bottom line. Put yourself in the listener’s shoes and ask yourself if this is a story you’d want to hear. One of the most powerful sales tools that companies have are the stories people tell about their products and services. You could tell a joke about VCs in Birmingham, Alabama, but first you’d have to explain what VCs are, their reputation, maybe a few stories that help people understand the culture. The audience should be able to see themselves in the hero and the situation. Using a Success Story in your scripts can be very, very powerful. Human beings are story tellers. How to write product descriptions that tell a story Compelling product descriptions don't just convey what your product is, but why a customer should buy it. Having a great product and a good sales pitch just isn't enough any more. We like to hear stories: we like to tell stories. Here's How. You love a good story, I love a good story, everyone loves a good story. Get their attention. They provide insights into how the rep achieved success, and can give their peers ideas about how they could apply the winning techniques. Having to tell too much of a story isn’t great either. We’ll send you one email a week with content you actually want to read, curated by the Insight team. Add Insight to your inbox. Here’s where to see Part 2 and Part 3. That’s the content side of the equation. Using eBay as their sales platform (as do many small businesses) Joshua Glenn and Rob Walker created the Significant Object Project to test whether adding a fictional story to a thrift store tchotchke, generally valued less than $1.00, would increase its price. Important: Don’t tell a story that makes you out to be some kind of superhero. Maybe you’ve never considered how useful telling a story can be in reaching another person, and that’s OK. Lots of salespeople don’t think about storytelling in this way. However, these questions are inevitable. This is the first of a series of posts on how to tell a video sales story. An effective customer success story works just like any other story. A story is NOT a sales pitch. Sympathetic main character, AKA the Hero. Tell your story of frustration working for someone else, taking the jump, and the excitement, success, fulfillment you found. If you know anything about sales, I hope not! These are the seven core elements of a story. 3. - Stories sell, and the people who can tell a good sales story will sell more than people who can't. Less discussed is how individual narratives fit into the larger brand story and how sales and marketing technology is enabling companies to communicate this across all operations. The story doesn’t have to be all flowery language — it can also include informative details. I’ll say that again! In turn, the result might be a bigger order than your original forecast (i.e. The synopsis includes the entire story – the beginning, the middle, and the end – in a very brief way without a lot of details. The goal in this case might be a big sale, the obstacle might be a particularly difficult customer, and the decision might be what you did to help that customer make a decision. A story with three acts doesn’t have to be long. Pick one successful client and use their ROI numbers to prove your value. To be effective in making sales, it helps to be a great storyteller. When you’re telling any type of story, Melissa recommends using the simple three-act structure. Product descriptions that tell a story are persuasive to potential customers, nudging them towards the “add to cart” button. A good story can captivate potential customers and compel them to engage with their brand. Stasis. You just need to understand the basic mechanics of it in order to effectively convey a message. Mastering the art of the story, however, could be what propels your sales technique to the next level. Think about a summation of the life story you want to tell in terms of how you would tell it to a friend with whom you were having a cup of coffee or a drink. That’s a lesson we learned first-hand when we decided to overhaul our own sales pitch deck. Knowing your endgame is going to make it that much easier to build out the framework for the story you are trying to tell, and fill in/edit gaps in the storyline. Situation, problem, solution, outcome. While telling the story you share a couple of the breakthroughs for them. If you’re new to sales, tell a story about how you changed somebody’s mind about something important to you. In fact, consumers are 131% more likely to buy from a … It should be compelling enough to catch your audience's attention and keep it, while also being memorable and emotional. I get it—being prompted to tell a story in an interview is enough to make you want to hightail it right out of that meeting room. When you tell a story, you increase your chances of connecting with your customers and making more sales. Not using frameworks is like trying to reinvent the wheel every time you tell a story. You need great stories to go with them, and that's what this course will do, help you find, craft and deliver more compelling sales stories. It will make you stand out much more than a just the facts business card. Sales How To Tell a Story To Make a Sale (But Not the One You Think) Your product or brand might save the day, but you'll win your client's heart by casting them as the hero. Do not overstate! The sales deck and demo should always tell a compelling STORY, anchored with the unique differentiator of your solution. Let’s take the case studies as a story example again. An OpenView B2B Buyer Insight survey points up some differences between what IT buyers and IT salespeople think motivates buyers to reach out to salespeople. Here’s how it looks when you chart it out: No one has your unique perspective. My Go-To Framework for the Initial Sales Deck. The reason this works is because no one else has your story. Remember that fiction is an amazing tool to tell the truth. Many sellers know how to tell a return on investment (ROI) story, but few do everything they should to communicate the full power of the impact. Just use this approach to provide a structure. You don’t have to be a natural storyteller in order to tell a good story. It should tell a compelling STORY, anchored with the unique differentiators of your solution. If you can’t tell prospects why your product matters, then you haven’t convinced them to pick you. In step one, you already decided which question(s) you want to answer for readers, but you may have forgotten them by the time you conduct research. The secret to a sales pitch deck that closes more deals is a powerful story. Explain how Le Jardin Landscaping Service had seen stagnant growth for nine months in a row before implementing your management system. While they might repackage ideas for different mediums, the core message stays the same. When a customer purchases your product, they end up buying part of your story. 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