What will it take to get a B2B prospect to come on board? If they commit to what’s being sold, what would be their desired outcome? If it’s possible to make these goals happen, then one exercise in technical-selling is getting to figure out how to make the client’s goals happen.
Storytelling is a fundamental practice in B2B sales that can make a world of difference in boosting conversions. In a selling context, stories are a powerful way to illustrate the value of your solution to your prospect.
Every story needs a hero, a typical hero’s journey goes something like this:
– The hero is a character who struggles with a problem.
– The hero meets a wise mentor who understands their problem.
– This mentor gives the hero new insight, provides a plan, and drives them to action.
– Armed with newfound confidence and a plan, the hero faces their problem.
– The hero overcomes the problem, realizes their potential, and reaches their goal.
A good public speaker takes their audience on a journey, leaving them feeling inspired and motivated. Your role is that of the mentor. You’re there to help your customers see what has changed in their world and how they can adapt to better survive and thrive. Storytelling allows people to make sense of the world and derive deeper meaning from their lives since the beginning of human history.
A great story usually progresses towards a central moral or message. When crafting a story, you should have a definite idea of what you’re building toward. If your story has a strong solution component, you’ll want to guide listeners to that message. If you’re telling an engaging story, try to increase the dramatic tension and suspense right up until the climax of your narrative. Regardless of what type of story you are telling, it’s important to be very clear on the central theme or plot point that you are building your story around.
If you’re telling a true story from your customer, it can be hard to choose the important main points that you should include. Many salespeople have a tendency to include every detail and end up inundating their audience with facts that dilute the central story point. Choose a clear beginning and end to your story, then write the key plot events as bullet points between them. Trust that your audience will be able to follow your story, and don’t overwhelm them with unnecessary backstory or tangential plot points.