Why telling stories is the most powerful way to sell.
By Brian Sullivan
Several months ago, on the way home from the airport, I popped into a Waffle House, sat down, and ordered some lunch. As I turned to my right, I noticed a woman in tattered clothing sitting alone with her head down in a booth. Hoping to brighten her day, I said hello. She quickly perked up, smiled, and shot me a, “What choo do for work?” After telling her I teach people how to sell and how I travel a lot for work, she said to me, “Name’s Wilma. And Wilma says you get your butt home. And don’t forget what’s most important. It’s your wife and kids. And on the way home, you get that wife some flowers at the Price Chopper. That’ll make her feel special.”
After chatting for a while with Wilma, I jumped in the car and drove home. And as I pulled into the Price Chopper, I realized that while my aim was to help brighten Wilma’s day, it was Wilma who brightened mine by reminding me who my number one customers really are, my family.
The story above is a condensed version of a real one I use in one of my presentations to illustrate how there are learning lessons all around us. I also sometimes use that story when I want to make a point about understanding who our number one customers are: family and friends. At other times I use that story to discuss the importance of being a good listener.
Now let’s say I didn’t use a story to illustrate my point. Let’s say I just stood in front of an audience and said, ‘Okay everybody. You are all spending way too much time at work and not enough time with your loved ones. You need life balance!” Do you think I would move my audience? (Probably, because they would be moving to the exits.) But instead, by telling a story, a point can be made that allows the audience to paint their own picture. And in that picture is the lesson. The story helps them better understand your message.
Past success creates great stories
So how can you use it with sales prospects and existing customers? For example, if you personally witnessed your product doing something great for a patient, tell the heartwarming story of how it saved a patient’s life. Be as specific in the details as possible. If you are sales manager who at one time blew a major sales call only to learn a lesson, open your next team meeting with a story that creates laughter. If you are a product manager who must train your team on the use of your product, get rid of that bubble graph PowerPoint slide that can comatose a gallery and instead tell them a story about the first time that product truly excited you … because it worked better than you ever thought it would.
Medical salespeople need to be able to connect with potential customers on an emotional level, and stories are an effective way to do that. Research shows that our brains are not wired for linear logical thinking or for retaining facts for long periods of time; instead, they are wired to process and remember stories. Stanford Graduate School of Business Marketing Professor Jennifer Aaker explains that a story is a journey that moves the listener, which in turn creates an emotional reaction. This emotion can lead to persuasion and even action on the part of the listener.
When we listen to a story, our brains release a range of neurochemicals that elicit powerful emotions. These could be anything from empathy and affection to happiness, pain, and fear. These reactions are what allow us to form a strong connection with the client and establish an intimate relationship with them. This is because stories tend to elicit far more powerful emotions than facts and figures do.
Early prospecting pitch
So when can you use a story? First, you can use it to create curiosity with a new prospect.
For example: “Dr. Jones, we were working with the ER staff at St Luke’s who recently invested in one of our latest technologies. On the first day they owned it, an elderly woman entered the hospital and was wheezing and coughing almost uncontrollably. She was panting and her skin was yellowish white. At that point, the staff immediately jumped to use this product and they believe it ultimately saved her life. And so too does that elderly woman.”
I can promise you that story would create way more curiosity than, “Dr. Jones, I would like to show you some features on our product X.”
To make sure you are using the story that will illicit the most emotional attachment, you first need to “interview” the prospect with discovery questions. Once you have a better understanding of what’s important to them, you can then match the perfect story with that client.
Develop several
Take time this week to think of your focus products. Then think back to real-world scenarios where those products helped your clinicians, users, or decision-makers. If you don’t have much to pull from, it’s time to go back to them and go “story hunting.” Ask your existing clients to give you specific details about when and how your solution performed. Yes, details are important, because they make for a better story, and will create more emotional connection the next time you use it.
So, this week, think of a presentation, meeting, or sales call that you will soon participate in. Then deliver one of more of your prepared (and rehearsed) stories that will delight, enchant, touch, teach, recall, inspire, motivate, and challenge your prospects.
Brian Sullivan, CSP is one of 10% of speakers worldwide to have earned the Certified Speaking Professional Designation awarded by the National Speakers Association and the International Federation for Professional Speakers. President of Kansas City-based PRECISE Selling, Brian delivers seminars and internet training programs on sales, customer service, leadership, and presentation skills to companies of all sizes. To find out more, visit him at www.preciseselling.com or email Brian at bsullivan@preciseselling.com.