As sales professionals, we’re always looking for ways to be more effective and differentiate ourselves from the competition. In today’s marketplace, where much of the sales conversation occurs over the phone or via video conference, it’s critical to consider how we deliver information during a presentation and how we connect with our customers. We have to step it up when selling remotely!
Storytelling can be a great tool and separator from the competition. Leveraging storytelling can make products or services more memorable to customers, and it helps us to connect on a different level – a fact that has been proven through neuroscientific research where more areas of the brain light up when a client is engaged with a relevant story compared to just facts and statistics.
Using storytelling when selling remotely
Here’s an example to put this into practical terms: Instead of telling a client that you have worked with x, y, and z clients in the past; you should instead give them a verbal summary of your work with a client from the same vertical who faced a similar problem and describe how your product or solution helped them overcome their challenge.
The key to successfully applying storytelling as part of the sales process is that the story needs to be relevant to the client.
The story needs to resonate, and they need to be able to draw conclusions for their own situation. To ensure that’s the case, you’ll want to have a book of stories and client case studies to draw on and select from, just as you have a range of products and services to choose from when figuring out how to solve a client’s needs.