Social Selling: Focus on Storytelling

In an automated world where prospects can easily block cold calls and emails, there must be a trick to getting their attention…right?

That’s not to say cold calling and emails have died as a first touch sales technique – they haven’t. But as prospects become more assertive with their time, engaging technology to intercept these types of approaches, it’s important to change direction and build alternatives into the strategic sales approach.

STORYTELLING

It’s hardly a trick, but the age-old tradition of storytelling is alive and well in the world of sales and communications. Social selling and storytelling are essential ingredients when it comes to the all-important ‘human touch’ in the sales process. 

SOCIAL SELLING & BRAND

In our endeavours to build and sustain a powerful, trustworthy brand, it’s important to team up with marketing to ensure sales content is crafted to do the job the sales team needs it to. 

Become friends with marketing. The sales team is great at selling – but marketing’s creative expertise includes storytelling and copywriting, so work closely with the experts to get what you need.

People love to hear a story, in fact they’re wired to connect to storytelling. And what better place to share your brand story than on social media platforms – like LinkedIn – where prospects can share and engage.

Of course, when it comes to using storytelling in the sales process there are some key considerations:

LOGIC V EMOTION

There’s no question that in decision-making people rely heavily on logical information – facts and figures. But the psychology of storytelling includes the art of blending logic with emotional engagement by combining facts with an engaging story.

POSITION YOUR PROSPECT AS THE POTENTIAL HERO

It’s human nature to love a story. A well told sales story positions the prospect as the potential hero in their journey. This is key to story-led sales development.

BE AUTHENTIC

Storytelling isn’t about telling tall tales – instead it’s about being real and attracting your audience with real life challenges and outcomes. Make sure your brand is a supporting character in the story – not the hero!

TALK TO YOUR AUDIENCE

Templated content becomes boring and old very quickly and your audience will become disengaged. Remove the jargon and the ‘look at me’ language – you need to engage your prospects with things that interest them!

AVOID CLICKBAIT

Whilst it’s tempting to use attention grabbing and sometimes outrageous headlines to reel in the prospect – make sure you have the content to backup the big headline! Failure to do this could leave your prospect feeling let down, causing them to disengage.

HONESTY 

With honesty comes authenticity and credibility. This is simple, but a tough one to nail.  Being open, honest and authentic, and showing genuine passion and interest in what you’re selling, will help. You have to be able to feel it to communicate that feeling to others – you can’t make this stuff up! 

GETTING STARTED

If you’re looking for inspiration for great storytelling content, trawl the web and see what draws you in. Consider:

  • Who are your sales heroes?  

  • What ads, brands, or personalities can’t you get enough of? 

  • Then, replicate what they do in your own voice.

There is genuine power in storytelling in sales. Equipping your salespeople with authentic, engaging stories, and empowering them to add their own real-life experience, is a valuable tool of enablement.