The technique of storytelling in sales is becoming increasingly popular. It helps to surprise a potential buyer easier. Of course, this technique cannot be called very simple, but it is necessary to master it. Storytelling is especially effective in segments with complex products, where negotiation skills are important.
This technique has clear rules that are important singapore business email list to know and apply. It is based on the structure of the story. From the school curriculum we know that any story includes a title, introduction, climax, denouement and conclusion. Now the main thing is to use these elements to compose a story that will influence a person and guide him to making the right decision.
All stories are built on similar scenarios. However, in the context of sales, it is recommended to turn to the Hollywood method, which examines the topic in more detail:
The hero of the story is the character with whom the listener identifies.
Incentive: What motivates a character to change or take action.
Tension or conflict: obstacles or challenges that hinder the hero.
Choice: the decisive moment and turning point in history.
Conflict resolution.
Sales Technique Storytelling
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There are three key points that support the need to use storytelling in sales.
Stories help build trust between the seller and the client.
People often make decisions based on emotions and intuition, and then justify them with logical arguments. Stories play an important role in activating the irrational and emotional aspects of the human brain.
People remember information better when it is presented as a story with emotional details, rather than as a dry list of facts and points.
Principles of storytelling:
The purpose of the story should be clearly aimed at selling. In other words, the central idea of the story should be the customer's needs and the possibilities of satisfying them through the product being sold.
Stories should evoke emotions, so it is important to design and convey the desired emotional states. The most effective stories are those based on personal experience.
Avoid particularly "scary" stories. It is worth working on the positive reaction of the opponent. Positively minded buyers are more likely to close the deal.
Use figurative expressions, metaphors that can transform words into physical or sensory impressions.
Storytelling should always be relevant, appropriate and contain a clear moral. At the same time, unnecessary “moralizing” should be avoided, which can alienate potential buyers.
The storytelling technique should be used in the following cases:
Working with objections . Using stories about satisfied customers and positive reviews, you can effectively overcome buyer doubts.
Presentation of the product . At the moment of presentation, you can effectively include a live story in the list of dry facts, advantages and characteristics of the product. This helps to attract the attention of the audience and convince them of the importance of the offer, as well as to present the information more convincingly.
Winning Back a Customer : When a customer starts to hesitate to make a decision due to rational considerations, fear, or greed, storytelling can make all the difference. Just ignore their objections and tell a powerful story that will help remove their doubts.
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Sales technique for managers "Fork"
This technique is an important tool for managing communication with the buyer and contributes to the effective closing of the deal. The sales technique for managers "Fork" allows taking into account the individual characteristics of the client.
The seller gives the potential buyer several alternative solutions, each of which leads to a deal, but has special conditions. This approach is based on the need to satisfy the individual needs of the client, taking into account his preferences and specific requests.
Sales technique for managers "Fork"
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Example 1. Let's consider a car sale transaction. The manager uses the "Fork" method and offers the buyer a choice: to purchase a modification with a full set or to receive favorable credit terms for significant savings on the down payment.
Example 2: A client interested in a trip to a resort is offered a choice between a luxury hotel with entertainment, a full range of amenities, and a cozy hotel in a quiet place with “pristine” nature.
The examples show sales techniques in which the client receives two options for offers that take into account different preferences and budget possibilities. Thus, in the case of vacations, both options include different living conditions and environments. It can be noted that the "Fork" technique is an effective sales tool.
As you can see, the client is given the opportunity to choose depending on his preferences and capabilities, and with any decision the counterparty makes, the seller achieves his goal - making a sale.
Here is an algorithm for the “Fork” technique for sales manager calls: