Story Telling in sales

Story telling is psychology of selling at the highest level

Life consists of stories. Stories touch people and involve them. In this sales training, we want to show our attendees how to explain a product by a story and how to evoke interest in it.
You do not act as a calculating salesman but rather as an enthusiastic employee.

The objective of this action is to approach the customer and explain the benefits of the product in a most vivid and comprehensible way. This sales training is not meant to teach your employees to invent suitable stories, but how to positively highlight real events in the context of the product and to reflect this intelligently.

It makes you think, laugh and sometimes even cry.

Therefore stories represent an efficient tool to deliberately trigger emotions. For this very reason we at alexander verweyen BUSINESS CONSULTANTS have started to tell stories and to test their impact in sales pitches.
Because each purchase decision is accompanied by emotions. We firmly believe that positive emotions in the sales pitch significantly contribute to finalize the sale. Research studies in this area confirm this statement. Fact sheets and simple arguments are indeed essential to prove ones conviction but after the pitch, customers will remember a good story.
There are many areas where story telling can be productively employed: Acquisition of new customers, referral marketing, customer service, cross-selling, complaint calls, objection handling or closing.
In all these areas, your employees will benefit from the skills of this sales training and will be able to raise customer awareness.

Customers are people – and people love stories

Sociological studies regularly confirm that the power of a story is of great importance in the evolution and often they go back to cave paintings. Children love to listen to stories before they fall asleep, adults love to read an exciting novel or watch a gripping movie. Stories help us to better understand contexts, thus calming us. They explain the world to us and provide examples by means of experience of life of other people.

We will integrate the product in an exciting, gripping environment to help customers understand the purpose and idea behind the product and thus the benefit for their individual business model. A customer who enjoys himself in the sales pitch will see the product and his business model in a better light.

The customer will not look for reasons to buy your product but rather for reasons not do it.

The American company Apple own their success among other to excellent story telling concerning the individual features of their products. Therefore, technical possibilities available to other manufacturers were highlighted by fascinating and exciting examples and stories about the application and philosophy. This also implied the natural predisposition of mankind to listen to stories and to identify with them and this in a clever way of reinforcing the business model.

The possibility of being remembered in a more durable and convincing way by the customers through skilful positioning in the sales pitch.
For this action, our trainers have dealt extensively with the economic and sociological fundamentals of storytelling and have built the training based on several Clusters:

• Stories about the company and/or the founder that shall help to better understand the basic idea of the product.
• Stories about the product itself that shall illustrate the purpose and the advantages against the competition.
• Motivating stories so that people link the product to positive qualities.
• Stories that tell about the way the products help linking people.
• Stories that help to refute the customer’s objections and to overcome the buying resistance.

Everybody knows an exciting story about the development of the company or about situations when the product or service was especially appreciated. Unfortunately, most sellers do not know how to implement this potential in a productive way. By testing our approach you will create an interesting and positive corporate identity for your business model.