Once upon a time, your sales were down and you were having trouble getting in contact with prospects…
Capturing your audiences’ attention is both a science and an art. With so much clutter and stimulation, it’s easy for your message to get lost in the noise. But switching up how you structure and deliver your message could make all the difference.
Enter: Story Selling.
Yes, sometimes it’s best to ditch the pitch and instead, incorporate storytelling in your sales process…aka story selling.
It’s in our human nature to be drawn to stories. Why? It gives us an opportunity to escape reality, even if it’s just for a minute.
A story has the power to affect both our brain and our behavior.
A cognitive psychologist determined that you are 22 times more likely to remember a fact if it’s wrapped into a story. Therefore, “storytelling in sales conversations helps make you and your product or service more memorable and helps tap the buyer’s emotional side.”
In addition, research found that after hearing a highly engaging story, a chemical response is triggered in the brain releasing Oxytocin. This chemical is what causes people to feel empathy, create a connection, and ultimately build trust. All of which, are necessary characteristics that help complete a sale.
While storytelling scientifically resonates with your audience, it also allows you to add some creativity to your sales strategy. Consider which scenario is more captivating: A long list of bland facts or a true story about a company solving a customer’s problem? The story is more likely to resonate with your audience and be remembered. Decide on a key takeaway that you want the audience to come out with and use this as your main story line.
When creating a story you’ll need to include a main character who experiences a challenge. Then, the main character should overcome a problem – typically with the solution you provide. Take your audience on a journey and be sure to have a clear beginning, middle, and end.
Consumers today expect a personalized experience from the brands they interface. Adding personalization to your sales story might take a bit more work, but it comes with a reward. Personalized stories create a positive customer experience from the first interaction. To do so, tailor the story to your audience and their industry. For example, if you’re trying to appeal to the automotive industry, your story could illustrate how a dealership was having trouble turning visitors into customers, but after working with you, visitors were purchasing a car the day they came in.
But wait, let’s rewind. Before your prospect can hear your message, you first have to reach them. The story selling method can be utilized on phone calls, during meetings, or on social media. But, delivering your message via video is your best opportunity to capitalize on story selling. Using a personalized video platform, like Covideo, allows you to record and send custom video emails directly to your audience.
Personalized video email helps you stand out from other email communication, and also aids in creating that personalized customer experience, which ultimately, boosts ROI. How so? Personalized video creates a human connection. Your recipients see that you actually take the time to record a video for them, and they feel an emotional response when they hear you understand their pain points and have a solution to offer.
Video also builds trust with others, and gaining customer trust is a key indicator that often leads to a sale. Being in front of the camera immediately puts a face to the name which adds a level of comfortability and allows for a stronger relationship to be built between the two parties.
Consider this: You’ve been sent a video email in the story selling format. If it was done successfully, the message would resonate with you which would naturally trigger the release of those trust building chemicals, Oxytocin. Simultaneously, while watching the video, all the visual components are being processed by your visual cortex. The visual cortex also has a strong decision-making power. So when you deliver your message via video and structure your message in the form of a story, you’ve got like the ultimate power team. You involve both the trust building and decision making elements, and by doing so, you create an avenue to empathize with others, build trust, and ultimately close more deals.
People hate being sold to, but everyone loves to hear a good story. Bring your product to life and humanize the sales process with the story selling method.