Communication Skills

Storytelling as sales tool? Seriously?

It seems like everyone today talks about the importance of story, of telling your story and of differentiating your idea with story. Consultants and bloggers explain the different types of stories and companies jump on the bandwagon.

Why? Because a good story starts a conversation. And a conversation can start a relationship. And a relationship can move mountains.

What makes a good story? It’s relevant, authentic and intriguing (or at least interesting) to the listener.

What makes a great story? When the teller isn’t always the hero. It’s a lesson learned the hard way. Sometimes there are twists and surprise endings that don’t make the teller look good at all, except for the fact s/he is telling it, to underscore that lesson learned.

Whether you’re an executive trying to make a point, a parent or teacher attempting to persuade a child, or a sales professional trying to motivate a buyer to act, tell your story to help the other person trust your message.

We (staff, clients, customers, children, students, etc.) are hard wired to buy into an idea based on emotion and justify with logic. That’s just the way it is.

Comments? Ideas? Suggestions? Would love to hear from you.