The Hidden Selling-Power of Sales Stories Part 2:
Learn Where to Strategically Place Your Stories in Your Presentation

Sales Champions use stories throughout their presentation.  Let’s take a closer look.  Where?

Strategic Placement of Stories
Where you place your stories in your Sales Presentation is an important decision, since many sales people do not plan ahead and decide where to place them.  On the other hand, Sales Champions strategically place stories throughout their presentations for maximum impact.

Use Sales Stories in Setting Appointments
An effective Appointment Setting script tends to be to the point and short; however, if the prospect presents an objection against setting the appointment, quickly tell an appropriate story.

Use Sales Stories in the Close
During the Close, you are explaining how both of you can do business together, including the terms of the agreement, the investment, the expected methods of payment, and any warrantees included.  In the Close, prospects usually become anxious, knowing they will soon be asked to make a commitment.  A relevant story—placed here—would be ideal in this section of the Close.  In addition, the risk-factor now present in the prospect’s mind, will be reduced significantly.

Use Stories to Develop Trust and Rapport
Stories quickly develop trust and rapport with prospects, so including those they can relate to is critical.    If your prospect is a business owner, entrepreneur, doctor, or lawyer, the story should include examples of people and events relevant to that profession.  Obviously, telling a story to a lawyer about a stay-at-home mom or dad would not be very persuasive.

Use Sales Stories to Handle Objections
Consistently, Sales Champions employ stories masterfully for objection handling.  When the prospect gives an objection, the Sales Champion responds with this script: “That reminds me of a client of mine…” and then tells the appropriate story.

Use Stories When Asking for Referrals
Use stories to ask people for referrals!  A story that is true about someone who gave you three referrals reveals how your product or service truly helped them and plants the suggestion in the prospect’s mind to give you referrals.  Quite often, the prospect may actually think to himself,  “I can do better than that.  I’ll give five referrals!” And you will receive those five referrals.

Use Sales Stories When Sharing the Benefits of Your Product or Service.
The necessary and implicit “proof” how you have helped another client can be proven in the interesting events and people within a well-delivered story to potential prospects.  After listening to your story, the prospects will likely be convinced that they will really benefit from your product or service.

Strategically Place Stories in Your Presentation.  You Are a Sales Champion!

Be sure to read my next Blog Post.
The Hidden Selling-Power of Sales Stories Part 3:
Learn What Types of Stories to Tell