Do not sell products and services.
If you’re wondering how to pull that off when your business centers around products and services, don’t worry. I’m not telling you to revolutionize your offerings.
I’m telling you to update your B2B sales process and change how you position what you do. With one tweak, you’ll differentiate yourself from competitors and get clients to view you as a partner, not a provider.
Start telling stories.
Storytelling in Sales Builds Connections
Stories are your secret ingredient to transform any sales pitch into an engaging, consultative dialogue. Successful consultative salespeople use stories because they:
- Simplify the complex
- Turn numbers and features into relatable experiences
- Draw your clients closer and make your message stick
By sharing stories, you go beyond “talking at” your prospects and instead invite them into a narrative where they can envision conquering their obstacles with your guidance.
How To Integrate Stories Throughout the Sales Process
To make your messaging stand out, choose stories that are impactful and memorable. Don’t regurgitate data points or facts, instead use them to illustrate your recommendations and support claims about your solutions.
When you do this, you create a moment of clarity and connection for your prospect where they visualize your solution as a critical tool they need for success.
Bond during Discovery
The Discovery phase of the sales process is your first chance to really connect. Share stories that mirror the challenges and aspirations your clients face. It’s like saying, “I’ve walked in your shoes, and I know the way out.” Or, “We’ve worked with other businesses just like yours. We know the path to success.”
This shared experience lays the groundwork for trust and rapport.
Data + results = credibility
If a salesperson approached you with this statement, you might be interested, but not enough to reach out:
Last year we helped a client in a situation like yours reduce operational costs.
But if they give a few more specifics, you start to envision what you could achieve if you used that company’s services:
Last year, a client came to us with the same problem you’re experiencing. After working with us for six months, they reduced operational costs by 21%.
Bring your solutions to life with demos
During demos, shift from telling to showing. If demos are part of your sales process, use stories to demonstrate how your product fits into the day-to-day lives of your clients.
Do not make the demo an in-depth look at features; take participants on a journey.
If you offer cybersecurity services, show how your threat detection software generates an alert which kicks your team into high gear, fighting off threats from cyber villains on behalf of clients.
Use your knowledge about the prospect’s business issues to tailor what you show.
You know the prospect’s company is a small team and needs to streamline workflows. Show how whatever you offer simplifies workflows, provides unparalleled insights, or creates real-world efficiencies.
No demos, no problem
If you’re a service-based organization that cannot do a “traditional” demo, use a sales presentation, collateral, and stories to bring to life how you work with clients. Show the process you use. Talk about the team. Through stories, help a prospect experience what it will be like to work together.
Solution-based storytelling overcomes objections
Objections are often rooted in fear or misunderstanding. Counter these with stories of success and transformation from clients who once had the same concerns. These stories act as evidence that the obstacles are surmountable.
Sales and Marketing integration
Have your salesperson ask your marketer to send campaigns to satisfied clients asking for testimonials to use throughout the sales process. As a bonus for marketing, they get new content for the website, social media, and email marketing campaigns.
Tip – Show off your Google Business profile reviews too.
Guide your sales reps to monitor your Google Business profile for new testimonials clients post. These online reviews are as valuable as the reviews Marketing gathers and deserve a spot in your sales process too.
Fast-track the decision-making process
As you move to close, stories become the glue that cements the decision. Anecdotes that reinforce the positive business results and future possibilities with your solution can turn hesitation into action.
Differentiating Between Stories, Case Studies, and Testimonials
Understanding where stories fit into the sales and marketing toolbox
Weaving narrative elements throughout the sales process creates a compelling case for your solution that resonates on both an emotional and rational level, guiding potential clients toward a decision.
Here are a few guidelines on how and when to use stories and create a positive, lasting impression on prospects.
📚 Stories
Are your way to connect emotionally, illustrating the journey of overcoming challenges with your solution. Incorporate them into your conversations and presentations for engagement.
📃 Case Studies
Delve deeper, offering a structured analysis of a particular client’s success, focusing on the problem, solution, and outcomes. They are perfect for your website and sales materials, providing depth and detail.
💬 Testimonials
Give voice to your satisfied customers, offering credible endorsements of your solution. Sprinkle testimonials throughout your content marketing and social proof platforms to build trust with prospects.
Practical Tips for Crafting Effective Stories
1. Identify relatable characters and relevant conflicts
Choose characters your prospects can relate to and see themselves in. To do this, think of a client facing a similar challenge. The conflict should be a common problem your solution addresses, making the story both relatable and engaging.
2. Structure stories for maximum impact
You know a good story has a clear beginning, middle, and end. As you build your narrative, also keep in mind that you want to:
- Set the scene and introduce the conflict early.
- Lead the audience through the journey to resolution.
- Keep it concise, with every detail serving the narrative’s purpose.
3. Address specific B2B challenges
Tailor your stories to highlight how your solutions address specific industry challenges. This not only showcases your understanding of the sector but also positions your services as the ideal solution.
Harness the Power of Storytelling in B2B Sales
Through stories you connect on a personal level and turn complicated solutions into something easy to grasp and remember. Listen to consultative salespeople you admire and you’ll hear it. When you weave storytelling into how you sell, you stop selling a solution and, instead, present a vision for your prospect of what success looks like. They get excited – about the solution and working with you!
That’s what makes storytelling so powerful, and why it can significantly boost your B2B sales.
Sales coaching sharpens B2B sales storytelling skills
KLA’s sales coaching can elevate your team’s storytelling skills, transforming how they connect with clients and close deals.
Ready to fine-tune your strategy and incorporate impactful storytelling into your consultative sales process? Set up a call with us to learn more.
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