Effective Storytelling Strategies

Module 8: Difficult Conversations Session Number: 53

Session Title: Effective Storytelling Strategies

Session Overview:

Stories can help us close more deals. The fundamentals of a story or the framework of stories can help you in any scenario. But like our questions, our stories must have a purpose behind them. They must be relevant. 

During this session, you will learn:

  • Asking questions with a purpose
  • Knowing where you want to take the conversation and why
  • An example of knowing what to listen for 

Training principle: 

You must be intentional in the stories that you tell and use them to evoke emotion in your prospects. The story must be succinct.  

Step 1: Choose a hook. 

Your story should help your prospects move toward a change and help them overcome their objections. Your goal is to tell a story about a previous prospect that your current prospect will identify with. 

In our example, a seller works at a place where the salespeople are burned out because they aren’t able to succeed. 

Step 2: Build. 

Escalate your story by elaborating on the problems. In this case, there are many leads coming to the website but none of them are converting.

Step 3: Explain the payoff. 

Resolve the story by explaining how the solution to the problem addressed the prospect’s challenges. Avoid talking about features and benefits. Share the result of the solution. 

Tasks to Implement:

Remember that your client is the hero. Have empathy for the client and strive to help him be successful. 

Session Recap:

Stories have survived since the days of the caveman. Introduce the problem, the consequences of the problem, and then resolve the problem. Use stories to evoke emotion from your prospects and to convince them to engage with your company.