Brook Preloader

Improve your sales presentation with storytelling

Improve your sales presentation with storytelling

What if we told you that storytelling can be an excellent ally to your sales presentation?

Talking about storytelling presentations is on the agenda. The art of compelling storytelling and development through a structured narrative lets the audience immerse themselves in an emotional journey. By identifying with the characters, the stories are more impactful and memorable.

When we are talking about series, films or books, thinking about this concept is easy to understand. But why is it so important to bring it into the corporate environment? And how should this be done in order to make the most out of it, especially as regards a sales presentation?

We live in a world increasingly more saturated with information, where we are constantly bombarded by different messages. Whether via email, cell phone, television and many other types of media. It is impossible to absorb and assimilate everything we see due to the flow of information being so fast and so high. While in the 1950s it was normal for brands to use a hard-selling tone, today’s customers are much more sensitive and judicious about the products and services they buy. They seek a more meaningful relationship, with specific expectations about a company’s values.

For this reason, it is paramount to build a relationship with your customers from the very first contact. The technique of using storytelling as a sales force is called “storyselling”, which boils down to abandoning the traditional discourse – focused on the sale and on product/service features – in favour of a more intimate, authentic and emotional discourse focused on problem solving.

The chances of making a sale can increase significantly just by using stories that connect your target audience with your brand. By tapping into your customer’s emotions, you will make them relate and feel closer to your brand and you can do it through an impactful presentation.

The goal is thus to present, in a more natural way, the advantages of using your products or services. However, instead of just touting the features and benefits of what you have to offer, you should captivate the customer and make the content resonate with them. In this way, you will turn more technical information into compelling content to drive buying decisions, as you can see in this commercial presentation we worked on for Randstad.

Still not convinced about how this technique can benefit your company?

We can help you! Here are some of the reasons why you should consider storyselling at your next sales presentation :

Humanising the brand

The major advantage of investing in this technique is the ability to humanise your brand. When the story is well constructed and close to the customer’s reality, the relationship is enhanced, and the customer will be able to visualise the human side of your brand.

Arousing emotions

Providing simple technical content about your products or services may answer a customer’s question, and this is a highly rational approach. With storyselling, emotions can be aroused in a more straightforward manner.

Building trust

With storyselling, you can gain the trust of customers even faster. As soon as the customer identifies with the story and its characters and challenges, he or she will identify more closely with the brand.

Creating a competitive advantage

Customers are impacted each and every day by a wide range of messages, ads and campaigns. The truth is that a traditional campaign may not have your desired impact, because customers may see it as just “more of the same”. However, with storyselling, you will create a bond with the customer, making your brand stand out from the competition.

If you would like to give this technique a try in your next business presentation, here are three key steps to do so:

Know your audience

Gathering information about your audience is key for your storyselling strategy to work. Understand what emotions must be triggered for your customer to be impacted and converted. For example, if your audience is older, why not explore a story that harkens back to their childhood days?

Set a goal

We know that the ultimate goal is always to make a conversion. However, there are different occasions for a more or less aggressive approach. For this reason, it’s important to understand where the customer is in his or her buying journey, and how your story can leverage this moment.

Identify a problem that needs a solution

For a story to be compelling, it needs to have a challenge, problem or situation that must be solved. Ideally, try to explore stories in which your product or service demonstrates a means of resolving the message’s central conflict. This will make it even easier for the prospect to create a relationship with your brand. Ultimately, the one thing responsible for your story’s happy ending is what your company has to offer.

Now do you see how this strategy can have a major impact on your bottom line? Invest in making this connection, and the advantages for your brand are sure to be better and longer lasting. Be simple, authentic and relevant in your presentation sales!