Using Storytelling to Sell – Part Two: The Story
Storytelling is a key tool that people can use to inform, educate and ignite the imagination of their buyer. In this second part of Using Storytelling to Sell we will be looking at how to tell a great story and what elements make a story great.
Whether your goal is to pitch an idea, ace an interview, or win the deal, you can set yourself apart from the competition by communicating your idea well. Storytelling will show you think differently and will give you that competitive advantage.
There were three parts to transformative stories: The Set-Up, The Confrontation, and The Resolution.
This first section sets the status quo for the story. We are introduced to who is involved, what they are doing and where they may go from there. An example of this may be a recent graduate who has left university and is looking for a job.
This is the section where the status quo is upset. There is usually a problem that the storyteller and the listeners can all rally around. Make this personal for the listeners to connect with. For our example: our recent graduate is having trouble finding a job as although they are getting the interviews no-one will take them on board due to lack of experience.
This is when the hero swoops in and saves the day. The status quo is put back to how it was, if not even better than before. The hero in many cases could be the product or service you are selling which improves the life for the buyer. To round off our example: the graduate, having learned the art of storytelling, manages to ace their interview by using their new found storytelling skills to enhance themselves in the interview.
A personal footprint on your stories will draw people in toward your idea. Your stories can come from anywhere that may be relevant. For instance stories about yourself, other people, or your brand’s success. However it is key that your stories are authentic. In order to make that personal connection with the buyer your stories need to be credible. Without this authenticity, you can have the opposite effect on the buyer.
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