I’ve long believed that top sellers are storytellers. They are able to call upon a rich fund of relevant anecdotes that they use to communicate and persuade far more convincingly than a conventional sales pitch could ever do. And in sharing their stories they encourage their customers to tell their own stories.
By the way, I also recommend that where possible you add a fifth and final element to Mike’s formula: the unexpected benefit. Once you have revealed the resolution, the story can become even more emotionally engaging if you add something like “but in addition to resolving their initial problem, they found that an unexpected benefit was [insert surprising additional benefit]”.
Who are the most effective story tellers in your own organisation? I’d expect many of your best-performing sales people and business consultants to be members of this group, but it would be unusual if the company founders weren’t also highly effective story tellers.
How can we learn from their experiences and establish a company-wide story telling competence – one that not only makes existing staff more effective, but also inducts every new employee into a culture of storytelling and shared experience?
Well, it requires that we establish an ever-growing pool of sharable stories and encourage and equip our customer-facing people to practice and continually develop their story telling skills.
Mike’s book provides an essential foundation for this endeavour, and I commend it to you. For a very limited promotional period, you can download the Kindle version from Amazon for only £0.99.
The offer closes on Monday 13th August – so I strongly suggest that you download your copy today.
Well, you’re probably asking, what are the 7 Stories every sales person must tell? Well, for the full details I suggest you read the book, but here’s a taster:
- Your personal story
- Key staff stories
- Company creation story
- Insight stories
- Success stories
- Values stories
- Teaching stories
These story types differ in their choice of central character and their purpose. But Mike makes a compelling case for mastering every one of these story types – and provides detailed guidance on how to best develop and articulate each of them.