Story Telling Is More Effective Than A Sales Pitch

I HATE getting pitched by salespeople! Everyone has the best, most scientifically supported, and most effective product! NOTHING NEW! And, YES I want to make lots of money, be healthy and live a long happy life! Who doesn’t? Story Telling is the key.

I was playing a gig with The Kauai Vibe Tribe at Trees Lounge on the Island Of Kauai last month and noticed a group of people I have known for years. They seemed younger, more vibrant and they danced all night long! I was very curious about what was going on so I asked one of them, “What have you been up to lately? You seem like you are 10 years younger. What are you doing to build your energy and have so much youthfulness?

They looked at me as though I had tapped into a secret part of themselves they didn’t realize was so visible, then responded: “Well for the last few months I have been a new supplement that has really made a difference in how I feel. I sleep better, have more energy, and seem to be much happier.”

Then they told me the story of their journey and how they came upon this “magic” product. They shared their personal experience with the transformation it brought to their health.

I was so captivated by their story that I bought some on the spot and am trying it for myself! They didn’t pitch me on the “get rich quick and easy”, they just told me their story.

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I work with salespeople in my coaching work and hear over and over again about the trepidation of sales calls and the stress and pressure many salespeople feel when talking to a potential client.

Here are 4 tips to telling a story that will take the stress out of selling.

People are interested in one thing. What is in it for me? In other words, what is my benefit of doing business with you? In order to determine this, you must put yourself into the story of your potential customer. 

Your opening conversation is about gathering information, not closing a deal.

See the world through the eyes of the person you are working with!

2. Set Your Emotional Vibe to “Curious”

Do you feel uncomfortable in a room full of strangers? Most people feel the same way. But you’re there, you need to make connections, and this is the time and place to do it. But rather than gritting your teeth and diving in aggressively, take a moment to re-set the desperate or anxious emotional vibe, you’re giving off. Relax. It’s work, but it doesn’t have to be painful.
Setting your emotional vibe to “curious” rather than “I know everything” or “I need everyone to notice me.” This can go a long way to make people feel at ease. It’s like turning on an inner smile; suddenly you become more of a potential friend and ally, and less of a threat.
People tend to open up faster when you show genuine interest and curiosity.
Your body language matters too. Uncross your arms, slow your pace, and look people in the eye. Allow yourself to smile and laugh easily.
Let your aim be to find out about others, rather than to display the polished-to-a-high-gloss facets of yourself that you like to showcase.
Your emotions tell a story.

3. Focus on Relationship Rather Than Transaction

I know people who, when facing a major networking event or sales calls, will set themselves a number of connections to make. This is fine as long as it does not become a game of hunting or “blow through the number so I can get done”.
Give up your transactional attitude. Because you are only as strong as your relationships. It’s better to find a handful of people you can get to really know than it is to employ the spray-gun tactic.

People LOVE to talk about themselves, so give them the opportunity to tell you their story!

There comes a time in every conversation where you do need to describe your work. Don’t blow it by saying “buzzword buzzword buzzword buzzword”.
Or describing yourself as a “consultant”. In fact, the worst way to kill a conversation is to say, “I’m a consultant.” Because, you know, who isn’t? And frankly, who cares?
Try a slightly more far-reaching statement (or series of statements) that follow the pattern of Who, What, Who.

Who you are – teacher, author, speaker, entrepreneur (the more descriptive the better)
What you do – that solves the following problem, challenge, or issue (nobody cares about the product itself)
Who you serve – to a specific audience (define your market like ).

And as you think about your “Who, What, Who” answer, consider the words you use to describe yourself, your solution, and your tribe. Are they human-sounding or just industry-speak?
Do they alienate the listener, or draw them in? Refine your language so that you can be engaging, rather than just sounding like a smarty-pants.