Ever notice how successful salespeople always have great stories that effortlessly navigate every question, every occasion, and every objection? This isn’t by accident.
Your reps can benefit from this approach. Gather great stories from others in your organization, and leverage them in high-value prospect and customer conversations.
Five tips to successfully capture great stories:
- Collect your stories for an internal audience. This limits approval cycles and helps stories get to the front line more quickly.
- In these meetings, keep your stories to around 1½ minutes, so they can be used in sales conversations.
- Boil each story down to 5 main bullet points. Make sure the story is told “in role” so the story is portable.
- Prep is essential. Ask anyone addressing your Sales or Service team to arrive with their key messages captured in these 5-bullet stories.
- Role-play these stories, and make sure the presenters go first. This makes it clear to your entire organization that their involvement is critical to the final mile of selling: story delivery.
Paul McGhee founded SharperAx in 2013. SharperAx develops role-play automation software.
This article is the second excerpt from “10 Best Practices for a Great Storytelling Program,” an eBook written by Paul McGhee, based on years of research and practice in delivering great story programs.