Why Sales Storytelling Works

Storytelling is a great way to get people to understand and engage with your business. It works because as well as telling the listener about your business, stories convey a deeper meaning about why you are in business and how you operate and treat your clients.

Why is storytelling so important?

Being able to communicate, to get people to understand you and what your company does is an essential skill in business. I say that ... but so does Warren Buffet. Here's something he said recently:

"The one easy way to become worth 50 percent more than you are now at least is to hone your communication skills--both written and verbal. If you can't communicate, it's like winking at a girl in the dark--nothing happens. You can have all the brainpower in the world, but you have to be able to transmit it. And the transmission is communication."

Why sales stories work for you: 

Have you ever felt boastful when you care about yourself and your business? Using sales storytelling makes it easier because it focuses on what has happened; the experiences that you have had in business. This tells people about you as a person and the inspiration for why you are in business and how you operate.

Your customer experience is another rich source of stories that show not only their experience but talks to how you work with your clients and what others can expect. This focuses on how you operate and this builds trust in you and your processes around customer care. 

These stories feel more natural and come across with more confidence simply because you feel more comfortable.

Why sales stories work for your client:

You tell stories that show so much more than the headline information about what you do. They go deeper into why you are in business and how you operate. For those of you, like me, who are keen on Simon Sinek and 'Start With Why', you will know the importance of telling the why and how of your business and how this builds trust and intimacy with your potential client.

If you haven't heard of Simon Sinek, then check out his  TED Talk

Stories work for your potential client because they tell them about things that have happened in your business, through your eyes or the eyes of a client or employee. A story focuses on someone’s experience and is used to educate and teach people. If they have the same problem or situation, they may also be facing the same questions about how your business can help them.

We know that people buy from people they know, like, and trust. When people are considering buying they trust you more if they gain insights into how you have helped others like them with a similar problem.

Stories educate and inform the listener. Stories can also be used to teach clients about what is expected of them and how we want them to engage so that they can enjoy similar outcomes.

So now it's your turn ... think about the stories that you need to tell so that people can learn to know, like, and trust you.

If you would like some help ... find out more about how I can help you Craft Your Story.