In 2012 I read What Great Salespeople Do: the science of selling through emotional connection and the power of story, by Michael Bosworth and Ben Zoldan.
If you’ve taken my objection handling class, you heard me say I’m so glad someone did the scientific research proving my 2005 process works.
The other day I glanced over at my bookshelf and “Story Stages” on a tab at the top of the book jumped out at me – so I reread the section in chapter 4; Our Brains on Story.
Again I was struck by the idea that even when engaged in conversation – neither the salesperson or the prospect/customer is necessarily involved with each other or sharing an experience. The power of storytelling is in the connection.
- forging common ground
- shared understanding
- making sense of new ideas
Make sure you have three basic story types in your repertoire (pg 97):
- Who I Am (how you ended up on this call… today)
- Who I Represent (why the company does what it does.. NOT what nor how, RATHER why)
- Who I’ve Helped (what changed another buyer’s experience when they bought from YOU)
Today, make sure you have your stories…
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