Storytelling in sales has always been part of the sales pitch to explain the product better to the consumer in a manner he/ she understands. For example, product specifications are facts of a product, but no sales get completed until those specifications are explained to a prospective buyer in a manner it makes sense to him. Let’s take an example – LED TVs have 4K resolution. How many people would be able to make a sense out of this specification? It’s a salesman’s job to explain to prospective buyers how 4K resolution delivers better picture quality and hence, better TV viewing experience.
In today’s competitive market, when products are more are similar, and there is hardly any difference between competing brands, the salesman is the biggest differentiator. No wonder, brands which have better-trained sales team gets sold more.
The best way of using storytelling in sales is handy when it’s used at an appropriate point as a personal experience of the salesperson or another customer. Sharing other customer experience as storytelling not only adds testimonial value to the product but also helps prospect customers in reaching on a buying decision. Both logical and emotional reasons can be explained beautifully to a prospective buyer through a story. It helps build trust, present facts around the product in an exciting manner, and motivate the buyer to buy the product.
However, honesty is always the best policy. Storytelling doesn’t mean that a salesperson should twist the facts and start lying. Any such thing may not help in the long term to both in terms of sales of product and career of the salesperson.
Is telling the story as it is a recipe for driving away prospective customers to a competitor who is offering a similar service, but with a sugar-coated sales pitch? When did honesty cease to be the best policy?