Want to Drive More Sales? Nobody Can Resist a Good Story Well Told

Want to Drive More Sales? Nobody Can Resist a Good Story Well Told

Please do not overlook one of the most powerful tools in sales—storytelling. If you’re in sales, you might have noticed that it often feels like our prospects are trained to resist our presentations. I promise you that a well-told story can break through even the most formidable defenses and help you close more deals.

When you’re up against intense competition, what sets you apart? It’s the story you tell. One that shows how you’ve made a real difference for your clients. These stories—whether you call them examples, case histories, or testimonials—are about your satisfied clients enjoying the benefits of your product or service.

Your sales stories must be true; they don’t need to be 100% accurate. Stories shrink time. You can condense multiple meetings and calls into one compelling conversation. While developing your relationship might take weeks, telling your story only takes a few minutes.

Here’s a simple formula for crafting these stories: Situation, Solution, Success.

Imagine I ask you, “Can I get a reference from a client who benefited from your service?” You might say, “Sure, Patricia. Feel free to call Diane Brooks. Like you, she’s a successful entrepreneur who needed help managing her business finances. We’ve worked with her for the last five years, and she’s thrilled with our service.”

Start by describing the situation using your client’s own words. Diane might say, “Help! My last bookkeeping company has left me in a total mess.” Storytelling, the situation is the client’s problem, their pain. And it’s similar to the prospect you’re speaking to now.

Next, share the solution in your own words. Explain what you did for the client with your product, service, or technology. Use phrases like, “What Diane benefited from is our usual three-step approach…” This helps your prospects visualize what it would be like to work with you and answers their unasked question: “If we say ‘Yes,’ what happens next?”

Again, close the story using the client’s words to showcase the success. If Diane were here, she might say, “When I first talked to Profit Results, my accounting was a mess. My last bookkeeper dropped the ball, and I had $3,000 in fines. Within three weeks of hiring them, they got my $3,000 refunded, found additional write-offs, and secured another $8,762 refund. Their efforts paid for their services for the next two years. I’m a client for life!”

There you have it! A well-told story can make all the difference in driving sales. Remember, nobody can resist a good story that is well told. Want to master storytelling to drive sales? Fripp Virtual Training: my online training is the solution. Take a trial. www.frippVT.com

“Your coaching, along with FrippVT, helped us land one of our biggest sales ever.” – Mike Stryczek, President & CEO, AB&R

“As a speech coach, Patricia Fripp is a miracle worker.” Larraine Segil, Chairman and CEO, Exceptional Women Awardees Foundation.

“I would have paid $3000 for a year of FrippVT.” – Mitzi Perdue, Professional Speaker and Author.