Bill Gluth, Commerical Writer Creative Business Strategy

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Storytelling for Business Pros

Most people have had the experience of trying to make a point to someone only to have the response be a blank stare.

When those moments happen, you were speaking in a way the listener could not hear
or understand you.

As human beings, we best learn from pictures and stories. Words alone tend to fall
on deaf ears.

Think of California. Chances are you did not see the State name in your head.

Instead you saw an image of the shape of California on a map or pictured yourself on
a beach, listening to the waves lap onto the shore.

If you were explaining California to someone, you would probably tell a story about an experience you or someone you know had there. Maybe you would show photos.

You would tell the story or show the picture to bring your point to life.

The same holds true for business and sales.

When you want to drive your point home, use the tools and techniques most human beings need to gain understanding. Use pictures and stories to explain your point of view.

How do you get started?

Chances are you already do it. Have you ever said “picture (or imagine) this ...” and then went on to tell a story that created a mental picture in the mind of the listener.

Or, have you ever been to a class or seminar where the speaker used PowerPoint slides to make her point?

Of course, we all have. The reason the slides were used (or misused) is to provide a picture to help you remember the point being made.

The next time you’re on a sales call or creating marketing materials, try this.

Tell stories about client successes instead of giving your standard sales presentation. Take the prospect through the start of your relationship all the way through the success your client had.

I did this to build business for my client Celebrity Hairstylist Johnny G, the person who makes YOU look and feel like a star.

We did a mailing campaign to prospects around his new Scottsdale salon.

The mailer was a cool looking flyer in an envelope. The only content on the flyer was testimonials from his happy clients. There was no “sales speak” at all.

We also included a hand written post-it note, inviting people to come in and experience Johnny’s services.

Within 2-weeks of the mailing he gained 7 to 10 new clients (at last count) in addition to referrals from some of those people. Needless to say, he was happy with the results.

All we did was tell stories of his client’s experience.

Put your sales presentation into PowerPoint but don’t use words, use pictures instead. Explain your point visually with pictures and minimal words (more on this next week).

I did this for a client who does in-home sales to consumers directly. We developed a sales presentation that was a flip chart using pictures to drive key client benefits home.

Using this idea resulted in two of three new sales reps closing a deal in their first couple of days; after only 3-days of training.

Prior to this the ramp up time to first sale for new reps had been a month or longer.

The pictures helped the reps remember the presentation and increased prospect comprehension; shortening the sale closing cycle.

Develop your storytelling skills and then put pictures to the words and see how much easier sales and marketing becomes.

What will you do with this information today? As a subscriber to this list, you have a distinct advantage over everyone else in business. Take advantage of it now.

What’s coming up next?

PowerPoint Can Make Your Point of View Known

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