I Was Telling Stories Horribly Wrog Until I Changed This | Donald Kelly - 1885

Salesforce recently surveyed 7,000 B2B professionals, and the results are clear: buyers prioritize value. A significant 76% aim to maximize the return on every purchase, and 78% are being more careful with spending than before.

In this environment, how can sellers stand out and win deals? One powerful way is by becoming a better storyteller. This episode dives into why storytelling is so important in today's sales landscape and offers practical advice on how to use it to close your next deal.

The Power of Storytelling in Sales

• When you hear "storytelling," you might picture something from a book. But in sales, it's about crafting a narrative that draws buyers in.  Think of it this way:
• The Buyer as the Hero:
• They're on a journey to achieve their goals.
• The Problem as the Villain:
• Something is blocking their path – maybe it's a lack of time, confusing regulations, or overwhelming complexity.
• You as the Guide:
• As a sales professional, you're there to help them conquer that villain with your solution.
• Effective sales storytelling positions you as a trusted guide, helping the buyer see how they can overcome their challenges and achieve their objectives – becoming the hero of their own story.  
• And don't worry, your "story" doesn't have to be a long, drawn-out saga. Sometimes, a well-crafted illustration is all it takes to paint a picture and help a potential client understand their problem and your solution.

How Storytelling Can Help You Close More Deals

• Businesses are now incredibly strategic about their spending. Think of it like this: if you were trying to sell me a pen, and I said I'm determined to use my current one until it's completely dry before buying another, that's the kind of thinking businesses have right now.  The economy has made them very cautious about spending money unless it's absolutely essential.
• And it's the same for consumers.  No matter how much product knowledge we throw their way, if they're not willing to spend, it won't make a difference.
• What will make a difference is learning how to connect with them on an emotional level.  People are driven by their emotions, and if we keep focusing solely on logic, we'll struggle to close deals.
• In the episode, I share a simple storytelling example about someone with a flat tire. It shows how creating a relatable scenario can connect with a prospect emotionally and close a deal. 

How to Become a More Engaging Storyteller

• Instead of listing what your solution does, paint a picture of what life will be like after using it.  Think about it – people connect with visions of success and relief, not just a list of features.  
• To become a better storyteller, focus on helping people see their own challenges clearly.  Don't just mention a problem; describe the frustrating situation they're likely experiencing.  Make them think, "Yes, that's exactly what I'm dealing with!"
• People aren't looking for a sales pitch; they're looking for someone who can guide them through their difficulties. Show them you understand their business and the obstacles they face, and you'll become a much more compelling storyteller.

"Don't just say you understand a business and their challenges; demonstrate it. Storytelling is the key to showing them you truly grasp the issues they're facing." - Donald Kelly. 

Resources

• To further enhance your storytelling skills, I recommend Donald Miller's "Building a StoryBrand 2.0."
• Consider using Aligned to better illustrate your stories and resonate with your prospects.
• For consistent practice and guidance in becoming a more impactful seller, join my Mastermind class.
• I'd love to connect with you on LinkedIn! Reach out if you need more support with storytelling or simply want to expand your network.

Sponsorship Offers

1. This episode is brought to you in part by Hubspot.

With HubSpot sales hubs, your data tools and teams join a single platform to close deals and turn prospects into pipelines. Try it for yourself at hubspot.com/sales.

2.  This episode is brought to you in part by LinkedIn.

Are you tired of prospective clients not responding to your emails? Sign up for a free 60-day trial of LinkedIn Sales Navigator at linkedin.com/tse.

3.  This episode is brought to you in part by the TSE Sales Foundation.

Improve your connection on LinkedIn and land three or five appointments with our LinkedIn prospecting course. Go to the salesevangelist.com/linkedin.

Credits

As one of our podcast listeners, we value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey. We’d love for you to join us for our next episodes by tuning in on Apple Podcast, Google Podcast, Stitcher, or Spotify. Audio provided by Free SFX, Soundstripe, and Bensound. Other songs used in the episodes are as follows: The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.

Mentioned in this episode:

HubSpot and bluëmago | STUDIOS

HubSpot and bluëmago | STUDIOS hubpspot.com/marketers bluemangostudios.com