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Sales & Stories: The Strength of Storytelling in Sales

October 2, 2023
Sales & Stories: The Strength of Storytelling in Sales

In the sales industry, where numbers, features, and cold hard facts often dominate discussions, the power of a well-spun story can sometimes be overlooked. Yet, if we delve into the history of humankind, we find that stories have always been our primary tool to communicate, connect, and persuade. Think about the favorite companies you buy from… I bet they tell great stories!

From ancient campfires to modern boardrooms, storytelling is an unparalleled medium of influence. In the realm of sales, harnessing the art of storytelling can be the game-changer that sets you apart.

Why Storytelling?

The answer is simple: humans are wired for stories. Neuroscientific studies show that listening to a story can activate our brains in a way that mere facts and figures don't. A compelling story releases oxytocin, often termed the "trust hormone," which can foster a sense of connection between the storyteller and the listener. This physiological response underscores why stories can be such a potent tool in sales.

The 'Story Memory' Technique is often used in cognitive rehabilitation, where information is embedded within a meaningful context or narrative and has been shown to aid memory. A study by the Department of Physical Medicine and Rehabilitation, Baylor College of Medicine, Houston, showed improved recall in individuals using the story memory technique further demonstrating the power of storytelling in sales.

Making a Memorable Impact

While statistics can be impressive, they can also be forgettable. How many times have you remembered the exact details of a product's specifications weeks after hearing them? On the other hand, recall the last captivating story you heard. Chances are, the narrative, the emotions, and the message still linger in your mind.

Jennifer Aaker, a marketing professor at Stanford's GSB, mentions that stories are remembered up to 22 times more than facts alone. In her lectures on the power of storytelling, she emphasizes how anchoring your facts to a storyline can significantly boost recall for prospects and clients.

When you embed facts and outcomes of your product or service within a compelling narrative, it's no longer just another offering in a crowded market. It becomes a solution with a story, something that sticks in the client's mind long after the story is over.

Building Trust and Credibility

Storytelling also offers another unique advantage: building trust. When you share a story, especially a personal one, a story with some vulnerability or one that involves past clients' experiences, it showcases transparency. It provides a real-world context, painting a picture of how your product or service works in a tangible scenario folks can relate to. This not only humanizes your pitch but also makes it relatable. The prospect can see themselves in the narrative, understanding how your solution might fit into their own story.

Driving Emotional Engagement

Purchases, especially significant ones, are rarely driven by logic alone. Emotion plays a crucial role in decision-making. Stories, with their peaks and valleys, heroes and challenges, naturally evoke emotions. By crafting a narrative where your product or service solves a pressing problem or enhances a situation, you're tapping into the emotional reservoir of your client. And when clients are emotionally invested, they're more likely to act.

Neuro-imagery shows that when consumers evaluate brands, they primarily use emotions, personal feelings, and experiences rather than detailed information or brand attributes. This was detailed in a study from the book "How Customers Think: Essential Insights into the Mind of the Market" by Gerald Zaltman.

Do you love receiving referrals? If so, here’s a fact you’ll love. A study by the Harvard Business Review found that emotionally engaged customers are typically three times more likely to recommend a product and repurchase it, suggesting that emotional connection is a key driver in purchase loyalty.

How do you connect emotionally? By telling a story!

Know your Why. See August blog ( The Power of Your WHY: Your WHY IS More IMPORTANT Than What You Are Selling (rbormannconsulting.com))

  • Know Your Audience: Tailor your story to address the specific needs, wants, challenges, and aspirations of your ideal clients.
  • Your story should create curiosity.
  • Be Authentic: Genuine stories resonate more. Avoid fabrications.
  • Structure is Key: A classic story has a beginning, a middle, and an end. Set the context, introduce the challenge/opportunity, and showcase your solution.
  • Use Vivid Descriptions: The more immersive your story, the better. Engage the senses.
  • Encourage Participation: If possible, make your story interactive. Let the client be a part of the narrative.

While data, product specifications, and competitive pricing will always have their place in sales, storytelling introduces an element that these facts and figures often lack: the human touch. In an era where automation and digitization are rapidly transforming industries, the art of storytelling remains a timeless tool to be embraced by sales professionals, entrepreneurs, and businesses alike.

There’s More Than Enough,


What’s our story?

When organizations are ready to scale and accelerate their sales, they often find themselves without a proven sales strategy. Typically, they leverage marketing tactics or maybe hire a junior sales professional and then wonder why sales aren't increasing. Our proven approach to sales acceleration leverages EQ + Strategy to boost our clients’ sales and revenue.

If you’re interested in sharing about your sales initiatives and learning more, I welcome a chat. https://calendly.com/rbbizdevconsulting/rb-consulting-introductory-consultation-meeting

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If leveling up your storytelling and sales skills is on your vision board for 2024 sign up for one of our upcoming Sales Training Cohorts today! Sales Cohort | Rebecca Bormann Consulting (rbormannconsulting.com)

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