Earn Prospect Trust with Good Storytelling

BY Jessica Helinski
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Everyone loves a good story, and storytelling may be just the thing to help close a sale with a prospect. If you’re a little rusty on your tale-​telling, don’t be afraid to brush up on your skills. In a post for Propeller, Emily Bauer stresses the importance of storytelling in sales, nothing that “an engaging story can trigger the release of oxytocin, which is also known as the trust hormone. This reaction increases your prospect’s trust in you, your brand, and the product or service you’re pitching.”

In her post, Bauer highlights nine storytelling techniques that reps can use to win over a prospect. Below are a few to try:

The Hero Prospect

Typically, reps make their product or service the hero of a story, saving the day for the prospect and his or her business. But, what if you switched it up? Bauer suggests casting the prospect as your story’s hero. Explain how the prospect will use what you’re selling to solve a problem or boost their company’s success. “Position your brand or product to play a supporting role that demonstrates its benefits to the customer,” Bauer writes. “Tailor the story to demonstrate how your product is applicable to the prospect’s situation and can help solve their specific problems.” With this narrative, your product or service can still be featured without stealing the show from the prospect.

Personal, Relatable and Real

You want to entertain the prospect but you also need to make your narrative hit home for him or her. Do this by including specific details about the prospect and his or her business. You want to make it easy for the prospect to picture him- or herself as the protagonist.

Don't Forget the Facts

Don’t let creativity alone guide your storytelling. Include facts as well to support the entire narrative and help the prospect justify the purchase. As Bauer explains, “Stories appeal to the emotional, creative right side of the brain, while facts provide the logic and rationale the left brain needs to get on board. So, combining anecdotes with facts reaffirms the prospect’s emotional decision and makes them more confident in their choice.”

These are only three of the examples Bauer includes in her post. Take a look at all of her suggestions to guide your own storytelling. Even if you're new to this tactic, her tips can give you the guidance AND confidence needed to make your first attempt a success!