Stories Called the Greatest Relationship Builders

Storytelling is one of the five new realities of sales discussed in a new book entitled, Duct Tape Selling: Think Like a Marketer, Sell Like a Superstar. The author, John Jantsch, discusses each “new reality” in depth, including storytelling, which he says is the new “nurturing.” The other four new realities of selling offer equally interesting perspectives on the new way of doing business. They are 1) Listening is the new prospecting, 2) Educating is the new presenting, 3) Insight is the new information sharing, and 4) Connecting is the new closing.

In a blog summarizing the author’s explanation of the five new realities, Dave Kerpen says Jantsch describes stories as the world’s greatest relationship builders. The author explains that salespeople need to make their organization’s core stories relevant to their customers and the world they live in. (Actually, relating to the customer has long been an essential element of effective advertising and selling.) When that relevance is presented as a well-told story, Jantsch posits, the story not only resonates with the customer, but the customer takes ownership of building a new story with the salesperson’s business as the lead character. The salesperson’s company actually becomes the hero of the story, meeting the customer’s problems head-on and solving them.

Many successful salespeople naturally use stories to help the prospective customer imagine what life would be like after they benefit from the product or service being offered. Most don’t. Instead, they focus on the features of their product or service and leave the prospective customer to figure out how it’s relevant to their lives.

In today’s fast-paced, constantly changing world, it’s essential to have an array of carefully crafted stories to draw on at any given moment. You need to be able to pull out and tell the best brief tale that “sings” to the individual you’re presenting to. The Corporate Storytelling® system will give you the knowledge, the skills and the tools you need to create and tell stories that resonate with your ideal customers; when you do that, they will see your company as the hero they’ve been looking for.

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