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How Your Story Can Increase Sales

“How do you take the theory of “People Buy from People they Like” and turn it into more sales?”

Short Answer Is:
Tell your story, to the right prospect at the right time.
Longer explanation:
Most salespeople try and get prospects to “like” them and it often comes out as being insincere. And if prospects perceive you as insincere, they aren’t going to trust you. And if they don’t trust you, they aren’t going to buy from you.
If you want a prospect to “like” you, they’ll have to get to know you. In sales, especially B2B phone sales – that can appear to be very challenging.
However, there is a simple solution that will help you connect with your prospects, earn their trust and get the sale but you have to understand the real importance of the meaning “like” to a prospect.
Prospects buy from those who understand their problems / pains / fears and can relate to them and can offer solutions that aren’t accessible on their own. Meaning, the prospect can’t “solve” the problem to their satisfaction by themselves. They’ve tried and now realize that it is more profitable to pay someone else to help them get what they want.
So instead of trying manipulative sales tactics to get prospects to “like” you, be yourself and possess a laser type vision & attitude on seeking to understand your prospects problems and once you confirm their “problems” match up with your solutions, share your story.
Share with your prospect why you got in the business of what you do, or why you chose to work where you work, or to offer the solutions that you do.
The real story is often better than any “sales pitch” the marketing department can come up with.
Here’s an example:
Problem: Sales team isn’t making quota
Pain: Sales manager (and team) is missing out on bonuses / commissions
Fear: May get fired / not make mortgage payment / get demoted etc
Once I understand my targeted prospects real world situation, I’m able to share that I too understand what it’s like to not make quota, be concerned about my job security as well as the fear of not being able to provide a certain life style that I desire for my family – I’ve been a straight commissioned salesperson for most of my adult working life and remember what its like to have that phone feel like a 25lbs weight and you just don’t want to pick it up anymore.
And I too was once faced with a choice:

  • Quit and find another line of work (I have no college education so that basically meant manual labor) or…
  • Fight through this and learn from others who were already at the top of their game and then do what they do.

I choose the latter and added a few tweaks to the techniques that I learned along the way and now I simply share a step-by-step sales process of those key elements that helped me go from an underperforming / average salesperson to a top producer that no longer needed to worry about job security.

But What If the Prospect Doesn’t Relate to Your Story?

Your story should translate and connect to your targeted audience. If it doesn’t at all, then I’m afraid you’re just another salesperson pushing a product or service. Get to know your best clients and why they buy from you. Understand the reasons behind the reason of why they bought your products or services and then the next time you have a qualified prospect and you are about to share “your story” with them, you can start off by saying – and this is just an example:

“You know, when I first started working here, I just needed a paycheck…. But then I got to know the reasons behind the reasons of why our current clients buy from us and this is what they said… (And then you can share why you continue to work there etc, as an example)”

Does It Work 100% of the Time?

Every “prospect” isn’t qualified for what you offer and nothing works 100% but the real question is this:
Would it produce better results than what you are doing now?
I’m willing to bet the answer is YES.
– Michael Pedone
Michael Pedone helps inside sales teams conquer call reluctance by teaching them a step-by-step sales process that eliminates the “No, thanks, Not Interested” response and allows SDR’s to set more appointments that will close. Try one of his workshops for free.