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Inspiration

Up your sales game with stories

ave you noticed how a good story draws floor. People have come to listen and, if time allows, ask
people in? It's almost magical how a simple questions at the end of the speech. However, when an MLS
narrative can capture the imagination and calls on a merchant, listening and responding flexibly
H enhance presentations in ways that explana- based on what the merchant reveals are paramount.
tions ‒ no matter how clear or clever ‒ never can. Merchants want to be heard and understood, and if that
doesn't happen, they won't be receptive to stories.
Good public speakers know that peppering presentations
with a few short tales that reinforce their intended message Right story, right time
can grab audience members' attention and makes their To utilize storytelling in sales, you must deliver the right
talks memorable. That is because they are communicating tale at the right time. Try to fit a story that worked during
with imagery, emotion and plot, not facts and analysis a prior meeting without assessing whether it applies in
alone. the new situation could sink your presentation. Picking
an appropriate story but presenting it at the wrong time
"For over 27,000 years, since the first cave paintings could do the same.
were [created], telling stories has been one of our most
fundamental communication methods," wrote Buffer co- So, how can you make storytelling work for you? Start with
founder Leo Widrich in a 2012 blog post for the Life Hacker one story that captures your imagination and enlivens
website. "Why is that? … We are wired that way. A story, you, realizing it won't be a good fit for every situation.
if broken down into the simplest form, is a connection of Find a written version or write one yourself, and read it
cause and effect. And that is exactly how we think. We aloud a few times, making note of important points and
think in narratives all day long, no matter if it is about phrases you want to include. Then practice telling the
buying groceries, whether we think about work or our story to yourself in your own words. You can do this
spouse at home." while driving, showering, washing the car, etc. Practice

The challenge for MLSs until you can tell the story with ease.
Storytelling is an effective sales tool, as well. "In a selling Then find more stories and repeat the process. You'll
situation, a well-timed and well-delivered story can soon have a repertoire of tales that are second nature to
help the prospect visualize how your product or service you. Then pay close attention to your prospects during
will solve their challenge or make their life easier," Tony meetings, find places where a story would likely take the
Smith stated in "7 tips for using storytelling in sales conversation to a new level and slip one in. With practice,
presentations," published on the Brooks Group sales and a gradually increasing repertoire, you'll gain mastery
training blog. "A great story can make a presentation in using storytelling to up your sales game.
compelling enough for people to act."

However, incorporating stories is more complex for
merchant level salespeople (MLSs) than for keynote
speakers. Why? A person at a podium has been given the
Kate Gillespie, President and CEO

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