BRX Pro Tip: Power of Story
Stone Payton: [00:00:00] And we are back with BRX Pro Tips. Lee Kantor and Stone Payton here with you this afternoon. Lee, let’s chat a little bit about the power of story.
Lee Kantor: [00:00:09] Yeah. I think a lot of people in sales, they don’t really lean on the power of story enough. I think a lot of them rely on statistics, and numbers, and graphs, and charts when they should be talking more about specific anecdotes about the why and the how that you’ve helped someone successfully use your product or service.
Lee Kantor: [00:00:31] That, to me, is way more powerful. It’s way more persuasive. And it really makes your product or service come alive in the eyes of the prospect. And it allows them an easy way to visualize themselves successfully using what you sell. So, even if the industry is different, the challenge might be the same no matter what your solution was. So, you got to look for ways to weave success stories into the conversation with prospective clients.
Lee Kantor: [00:01:04] And one of the benefits we have of being part of the Business RadioX network is that, we talk to people and businesses all the time in a variety of businesses. So, it’s easy to kind of grab someone’s story and kind of weave it into your story, and to show them ways that people like them or in similar parallel industries have benefited from the work that you’ve done.
Lee Kantor: [00:01:32] So, if you can capture those stories and really articulate them in a manner that resonates with other people, you’re going to be a lot better served than handing someone a white paper filled with numbers. I think that stories are critical and that’s why we’re always trying to get our folks to capture testimonials. Because the more testimonials you have, the more social proof you have that your thing works, and it’s reliable and it’s predictable and it’s effective. So, if you do that, you’re going to sell more stuff. You’re going to then get more testimonials and sell more stuff.
Stone Payton: [00:02:16] Well, I’ll tell you what I have come to really appreciate about stories is the shareability factor. I find myself conducting quite a few pre-interview conversations. As many of you listeners know, that’s one of the major relationship building opportunities in the Business RadioX methodology is, if you have this pre-interview conversation, it’s a marvelous opportunity to build relationships. In doing so, I often share a few tips and I reinforce for them the power of story. Not only is it incredibly effective in the moment – any good speaker, author, facilitator knows this, that stories are very powerful in the moment – but it’s the shareability.
Stone Payton: [00:02:58] People are much quicker in our experience over the last 15 years to turn around and relate at least the high points of the story. Even if they get a little bit wrong, they’re more willing to tell their spouse, their coworker, a colleague, maybe even another trusted market partner. So, another tremendous characteristic of story is the shareability.
