{"id":2546,"date":"2018-04-20T16:13:00","date_gmt":"2023-10-18T16:13:47","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=2546"},"modified":"2023-10-18T17:35:44","modified_gmt":"2023-10-18T17:35:44","slug":"successful-storytelling-sales-reps","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/successful-storytelling-sales-reps\/","title":{"rendered":"Master These Secrets Of Successful Storytelling For Sales Reps"},"content":{"rendered":"\n

If you needed the one-sentence plot description for the story most sales people tell their customers, it goes a little something like this:<\/p>\n

\u201cBuy this, and you\u2019ll live happily ever after.\u201d<\/p>\n

Not the most gripping tale, is it?<\/p>\n

Some reps are natural born storytellers — they\u2019ll almost immediately connect with customers on a \u201chuman\u201d level about topics in the news, the latest sports scores or common areas of interest in their personal lives. When it\u2019s time to \u201cget down to business\u201d and formally pitch, though, some of that storytelling ability can get strangely muted. It\u2019s almost as though the formality of the buying process demands that a pitch deck stick with facts, statistics or speeds and feeds about the products and services under consideration.<\/p>\n

You can deliver a much stronger pitch, however, when you tell a story that illustrates how other customers are overcoming their pain points in a way that\u2019s educational, inspirational and (yes) entertaining. It\u2019s just a matter of preparing for your next pitch session a little differently.<\/p>\n

The best part is that unlike more traditional storytellers — who may need to spend a long time starting at a blank page or a blank screen before they can come up with an idea, there\u2019s a host of potential plots just waiting for sales reps to use. These are the stories that have been contributed over time in CRM like Sales Cloud<\/a>.<\/p>\n

While marketing departments may take the best of these stories and turn them into fully-fledged case studies, reps should weave them into whatever they put in front of other customers\u2019 eyes as early and as often as possible. More than likely the highlights of these stories will be remembered better than many of the other items in your pitch deck (other than price, perhaps).<\/p>\n

Still not sure how to tell the kinds of stories we\u2019re talking about? It\u2019s just a matter of keeping the following rules of thumb top of mind:<\/p>\n

Make The Hero A Person, Not A Company<\/h2>\n

The history of literature is filled with stories about famous characters like King Arthur and Sherlock Holmes. Think about how dull their stories would be, however, if the authors referred only to the collective doings of \u201cThe Knights Of The Round Table\u201d or \u201cLondon Consulting Detective Inc.\u201d What\u2019s important is not simply where someone works, but who they are.<\/p>\n

When you\u2019re talking about a customer story, get specific about the key contact person\u2019s name, their time with the company, their particular projects and how they contributed to the overall organizational objectives. If there was increased competition or other challenging market forces, talk about them in terms of how they were affecting that key contact person, rather than generalizing.<\/p>\n

A great storyteller knows you need the audience to feel as though they\u2019re walking in the protagonist\u2019s shoes. That way, you build empathy and the audience becomes invested in seeing how the plot plays out. That brings you one step further towards closing the deal.<\/p>\n

Frame The Challenge In Emotional Terms<\/h2>\n

Stories come to a standstill if there\u2019s nothing at stake. If Hansel and Gretel don\u2019t escape the wicked witch, we know they\u2019re done for, so we keep reading.<\/p>\n

Similarly, don\u2019t merely talk about the challenge or pain points that other customers were experiencing before they bought your product, but spell out the worst-case scenario if they hadn\u2019t chosen to act. Maybe the organization would have seen its sales decline, or employees leave, or new competitors overtake them.<\/p>\n

Chances are, the customers to whom you\u2019re making the pitch have their own high-stakes battles going on behind the scenes, and they will be eager to see how their peers are facing similar kinds of issues.<\/p>\n

Let Learning, Rather Than Purchasing, Be The Turning Point<\/h2>\n

If you look at that one-line story we mentioned at the beginning, you might think this is the point where it\u2019s inserted into the narrative. Wrong.<\/p>\n

The best stories not only have their heroes overcome their challenges — the experience of doing so changes them in some way. They behave differently, they think differently or they look at the world in a new way. That\u2019s probably true of your best customer stories, too.<\/p>\n

Maybe your customers used your product to learn more about their own clients, which shifted their internal culture. Maybe they realized they could expand into new markets more quickly by focusing on their core competency. Don\u2019t just talk about their win as the result, but about the longer-term impact the win may have had.<\/p>\n

Let Your Audience Recognize The Moral<\/h2>\n

In classic fables, there was often a lesson hammered home to the audience such as \u201cdon\u2019t steal,\u201d \u201clook before you leap\u201d or simply, \u201cthings aren\u2019t always what they seem.\u201d Fables were intended to teach these things directly.<\/p>\n

In sales storytelling, you\u2019ll know you\u2019ve done a great job when you don\u2019t have to moralize about why organizations should buy your products and services. If you\u2019ve described a sympathetic hero, built some suspense over what might happen to them and shown how their experiences changed them, your customers will get the message almost intuitively.<\/p>\n

One final point: have more than one story up your sleeve. Even the best tales can get too shopworn with too much retelling, and in some cases customers might ask questions or want examples from a completely different kind of company, just to see what the rep will say. If you\u2019re making good and consistent use of Sales Cloud, that won\u2019t be a problem, because it serves as an almost bottomless well of great customer stories.<\/p>\n

It may take some practice, but storytelling is also a lot more fun than having to come up with the same kind of generic pitch customers and prospects have heard from all your competitors. You may not get actual applause when you\u2019re done, but there\u2019s a chance you might get something even better — a commitment to a purchase, and the basis for one of the next stories you tell in a meeting down the road.<\/p>\n<\/p>\n

<\/span> <\/p>\n","protected":false},"excerpt":{"rendered":"

It may take some practice, but storytelling is also a lot more fun than having to come up with the same kind of generic pitch customers and prospects have heard from all your competitors.<\/p>\n","protected":false},"author":1,"featured_media":2548,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[4],"sf_content_type":[],"coauthors":[2],"class_list":["post-2546","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-sales"],"yoast_head":"\nMaster These Secrets Of Successful Storytelling For Sales Reps - Salesforce<\/title>\n<meta name=\"description\" content=\"It may take some practice, but storytelling is also a lot more fun than having to come up with the same kind of generic pitch customers and prospects have heard from 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