Sales Storytelling Tip #2 - The Structure of an Effective Sales Story
Your Stories Can Touch the Hearts and Minds of Buyers
You can tell a story that makes the audience (the buyers) want to emulate your story's hero.
But a poorly-told story can have the opposite effect
The wrong story, or a poorly-told story, can actually irritate the buyers. With the best of intentions, poorly-told stories can wreck a sale.
I'm Your Guide
I've been there. I've delivered stories that bombed, and stories that captured the audience. I know what works, and I want to share it with you.
- Sales expert
- Member, Portland Storytellers Guild
- Distinguished Toastmaster (over 50 evaluated speeches, including stories)
How it works
Compelling stories have a structure. When you apply it, you affect more buyers and close more sales.
Here are the elements:
- The setting, a comfortable place
- The hero, a likable person
- The villain, a distasteful person who will...
- The destruction of the comfortable status quo by the villain
- The hero's journey to rebuild
- Trials and tribulations faced by the hero
- The hero's triumph
- The moral of the story: if you want to have the success the hero achieved, be like the hero; buy our products
For a short story, you'll trim this sequence down to just a few elements:
- The hero is doing great
- The villain wrecks everything
- The hero rebuilds, even better than ever
- If you want what the hero achieved, do what the hero did; buy our products
Watch your Inbox for the next tip: how to use stories in your selling process.
If you can't wait...