Three Ways Stories Can Help Your Sales

November 18, 2016

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Everyone is talking about storytelling as today’s best sales tool.  But have you ever thought about the different ways that stories can help you in the sales process? In this video I talk about three of the best ways to use stories to help you sell a product, a service or an idea.



 You know for years people said sales was a numbers game, but with increased competition it’s becoming more and more of a quality game.

That means you need to be able to make a connection with your customer.

You need to be able to provide them with insight, and you need to be able to show them how you can solve their problem. And the great thing is, stories can help you do all three of those things.

In later episodes i’m going to go into more depth about each of these three areas, but let’s just have a quick look at them right now.


So the first key sales piece is connection. For those of you who are coaches and consultants and are selling yourself – this connection with your prospective client is hugely important. A great way of building connection is to tell a true life story about yourself and about how you’ve been in a position that your prospective clients are probably in now. This shows that you understand their problem, you understand their mindset, and you understand what they’re feeling.

Sharing Insight

The second thing is insight. This is where you can differentiate yourself and show your expertise to your prospective customer – by giving them insight into their problems or their needs.

My ideal customers want to get more clients more quickly and they’re probably already doing talks and sales presentations – but those presentations aren’t working the way they want them to. So one of my pieces of insight is that well told true life stories are often the missing link between low sales and high sales.

To illustrate this insight I started talking about my own experience, and how when I first started doing presentations to sell myself and my business they didn’t do so well. Why? Because they were primarily based on logic and facts. It wasn’t until I started incorporating relevant true life stories that I really began to turn my audience into clients.

Overcoming Objections to the Sale

The third way that we can use stories and that is to deal with audiences objections. So usually the objection to buying is related around price.

Will this product or service be worth what I pay?

That’s why I always include a true-life tale about a client who I have helped incorporate stories into their presentation. I make sure to talk about that clients results after working with me . That way I can deal with that price objection right away and do it in a way that’s efficient effective and doesn’t sound like boasting.

The Three Best Ways to Use Stories to Sell

So there you have it. stories can help you build connection with your potential customer, it can provide insight for that customer into their problem, and also help them deal with any objections that they may have . If you regularly share stories that accomplish these goals, you’ll not only have more customers, you’ll have true fans.