Almost every sales expert will extol the virtues of storytelling in the sales process. But, not every story is effective. It must be relevant to the listener. (Answer the question “why should I care?” in your opening.) It must connect emotionally with the listener first, then analytically with a payoff that describes what the listener will have as a result of your solution.
Source: Forbes, April 25, 2016.
Storytelling is the most effective and engaging way to address challenges from a buyer’s perspective. Use this opportunity to reframe the way a potential customer views personal problems through a compelling narrative that focuses on relatable strategy. At this point, you’ve not only connected with the client, but have also given them a new perspective on their own problems, and insight about how to resolve them.
INSIGHT: The simple part is telling a sales person what to do. The hard part is coaching them “how to do it” in a way that is comfortable and natural for that salesperson. PAR selling skills allow participants to acquire the feel of doing it well as a conscious competence.