Spreadsheets, graphs and charts can be very useful, but they tend not to grasp the customer’s attention the same way storytelling can.
Every day, more and more businesses utilise sales stories to reel in customers. The growing popularity of this method means that just telling a story is no longer enough to stand out; you must tell it in an effective and captivating way.
With this in mind, here are five tips from us at All Good Tales to help you tell a better sales story.
Make your product the sidekick, not the hero
This is a flaw of the ad campaigns of even the biggest and most powerful brands in the world. Too many sales reps make the mistake of positioning their own product or brand as the hero that swoops in to save the day. This brushes past your target, the customer. The customer does not want your brand to dominate their life. The customer wants you to help them achieve their goals. By presenting your product as something which will aid people in their daily lives, they will have more of an incentive to buy it
Keep it relevant
Your story needs a clear sense of purpose. If you don’t have a concise, quick and easy-to-remember answer to that question, the audience will not have a clear understanding of your proposal at the end. Don’t add in unnecessary details about your product or your company as it will only prevent your message from effectively reaching your intended audience.
Facts, facts, facts
Analogies, metaphors and emotional appeals can be useful tools for advertising, especially when exercised through the medium of storytelling. However, even when trying to get customers to make emotional decisions, they require real data to back up those choices. Throwing these facts into your stories at regular intervals will validate any judgments the customer initially makes due to your less factual and more emotional story elements.
Delivery is key
There is nothing more frustrating than a poorly told story. When presenting your story publicly, it is crucial that you are extremely prepared. Outline your structure, practice your entire presentation until you can do it in your sleep. Try to use bullet points to keep you on track, as opposed to reading from a fully fleshed-out script. Sounding too scripted will cause your story to lose any feeling of authenticity.
Tailor it to your audience
People resonate most with stories in which they can see themselves. When telling your story in an ad, try to tailor it to your target demographic. Similarly, when telling your story to people in person, try to gather as much information about your potential customer, and craft a unique version of your story, that they will want to become their story. Because if the customer resonates with your story, they will more than likely resonate with your product.