As a salesperson, you're always looking for new ways to connect with your audience and nudge them to buy your product or service. But have you really looked into the power of storytelling? Stories have been used since the beginning of time to convey important messages and create meaningful connections. In fact, the best salespeople know that stories sell. But there are secrets to great storytelling; let’s delve into the art of persuasive storytelling and how to use the techniques of Switch, Surprise, and Shock to create compelling narratives that your audience won't soon forget.
The key to effective storytelling is to keep your audience engaged by switching direction and twisting the expectation. Think of it like a rollercoaster ride – the excitement lies in the unexpected twists and turns. As a salesperson, you want to keep your audience on their toes and surprise them with the unexpected. For example, if you're trying to sell a security system, instead of telling a typical story about a break-in that was thwarted by the system, switch it up by telling a story from the perspective of the burglar who was caught due to the system's advanced technology. This unexpected twist will keep your audience engaged and interested in your message.
The bigger the surprise, the better. When creating a story, it's easy to fall into the trap of predictable endings. However, these types of stories are forgettable and lack the emotional connection necessary to make a sale. To grab your audience's attention and keep them interested, you need to surprise them. The element of surprise in a story allows you to take your audience on a journey they never expected. It could be a twist in the plot or a unique character who does something unexpected. For instance, if you're selling a finance app, tell a story of a teenager who made the surprising decision to invest their allowance in stocks and created a small fortune when they grew up. Just be careful not to overdo it and make sure that your story is grounded in truth to avoid losing credibility.
For a story to have a lasting impression, it has to be pushed a little further, it has to shock the audience with a completely unexpected storyline. While it's not easy to do, the reward can be significant. Shock is an emotional trigger that stays with people long after the story ends, making it the perfect way to close a sale. When done right, your audience will remember the story and the product or service you are selling. For example, if you're selling an eco-friendly product, tell a gut-wrenching story of a beach that was covered in trash, making visitors sick, before the product was used to clean it up.
As a salesperson, telling great stories is an essential skill to master. It gives you the power to connect with your audience, evoke emotion, and sell your product or service. To create great stories, you can use these three secrets to storytelling: Switch, Surprise, and Shock. As you practice storytelling, remember to engage your audience with the unexpected, make them feel like they can't live without you, and make them part of the story. So, start gathering stories from real life and turn them into unforgettable narratives that will captivate any audience.
Switch, Surprise, Shock - The Art of Persuasive Storytelling
Marty Jalove of Master Happiness is a Corporate Coach, Business Consultant, and Marketing Strategist that helps small businesses, teams, and individuals find focus, feel fulfilled, and have fun. Master Happiness stresses the importance of realistic goal setting, empowerment, and accountability in order to encourage employee engagement and retention.
The secret is simple: Happy Employees attract Happy Customers and Happy Customers come back with Friends.