The Skill of Storytelling
According to New York Times bestselling authors Chip and Dan Heath, after a presentation, 63% of attendees remember stories while only 5% will remember statistics. As a sales professional, telling a story can foster dialogue that ultimately inspires and motivates the customer to take action. The skill of storytelling is intended to help sales professionals create momentum that leads to identifying and closing opportunities. Implementing both a process and the skills needed to tell an effective story will enable your sales organisation to:
- Create a connection with customers
- Make what they say memorable
- Draw your customer’s attention to an important issue
- Connect the dots
- Foster dialogue
- Inspire and motivate action
When telling a story, your sales team needs to consider where they are in the sales process and where the client is in the buying process. That will help to define a more specific goal, which is critical when crafting your story.
Richardson’s Storytelling Programme
Richardson’s Storytelling programme is a half-day programme that enables your sales professionals with the process and skills to tell a great story that will lead to more closed business. As a result of participating in this workshop, your sales organisation will be able to:
- Identify and use elements of an effective story in order to craft a compelling story
- Be able to effectively move from the story to dialogue
- Practice delivering a compelling story that reflects your organisation’s unique value statement
- Leave the workshop with a consultative action plan for customers, including the next steps that will be implemented within one to two months, in order to grow organic business