BRX Pro Tip: 3 Steps for an Effective Sales Story
Stone Payton: Welcome back to Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. You know, Lee, story is at the heart of our business. We give so many people an opportunity to share their story and promote their work. How do you capture build an effective sales story?
Lee Kantor: Yeah, I think every salesperson, every professional service provider, every business coach should have sales stories at the ready for pretty much any scenario, or objection, or any type of outcome a potential client has. So, how do you create and craft a sales story that not only is easy for you to remember but also is going to resonate and help that client choose you?
Lee Kantor: So, a powerful sales story has certain kind of structure and elements. And the best stories, think about it just from your own childhood, the stories that pull you in, they create some sort of urgency. And in business, it’s going to make working with you feel like the obvious next step. So, here’s how I recommend structuring a sales story.
Lee Kantor: Number one, start with some sort of a bold statement, a question, an unexpected fact that gets your prospect’s attention. Then, from there, the goal is to make them be curious. Make them want to hear how it ends. What’s the next step? What happens next? So, then, it has to be engaging and compelling enough to ask them, you know, tell me more kind of thing.
Lee Kantor: Number two is you want to take your prospect into that struggle, and the challenge, and the pain points that they have to really feel the pain and understand the stakes. If they don’t feel that there was stakes or that the challenge was too hard, then they’re kind of going to lose interest. So, you got to make them feel it. The more relatable, and vivid, and the more powerful the emotional pull is, that’s when people buy something because they feel something, and they don’t want to feel that pain, and they want to get that win. So, it’s important to make the story kind of vivid in that manner because if they see themselves in this kind of struggle, they’ll also want that same kind of transformation you were able to make with the person in the story.
Lee Kantor: And then, finally, you want to kind of bring it home. You want to have an outcome that really change somebody. Like, it made a difference. The work mattered. You were able to help someone get solve a problem or alleviate a pain. So, you want to finish the story with that, “Oh, that makes perfect sense. That’s how it all came together. Wow.” And make them feel that kind of sense of awe. Like, “Wow, that was great that they were able to get that transformation. I want that same transformation.” And you want them to have some natural call to action that makes them go, “Wow, this is exactly what I need. How do I get some of that?” So, remember, people buy results. They don’t buy services. So, you got to be able to take whatever your service is and transform it into an actionable result that they can see come alive in your story.
