Aristotle would have been a natural in today’s multi-channel sales world. Primarily this was because he understood the three constituent parts of any convincing story.
- Ethos (Credibility)
- Pathos (Emotion)
- Logos (Logic)
For many years I’ve been working with advertising agencies, media owners, and branding consultancies, that need to wean themselves off stupefying PowerPoint presentations. Instead they want to tell compelling stories about the solutions they offer.
Unfortunately many believe that persuasion is a matter of simply showing how the figures stack up. Okay, I’m not saying that isn’t relevant, but in a solutions-based sales-world, what precedes and surrounds the collateral is just as important.
So here are Ari’s big 3 ingredients for compelling sales stories
In an effort to get down to the nuts and bolts of the message, too often salespeople forget that they (and their companies) are an integral part of the package. Clients want to know…
- Why do you work for your company/division?
- What experience have you had in their area?
- What makes you an expert?
- What insights do you bring?
In short, it’s about the storyteller’s credentials to tell that particular story.
Hooking an audience by showing what they will achieve as a result of listening to your story is important. Here are just a few options:
- Specifically what will a client achieve as a result of your recommendation?
- What pitfalls can they avoid?
- What might be the consequences of not taking action?
- Who else has benefitted from this (and how)?
Only when fully engaged emotionally are clients ready to absorb the central message. And even then most aren’t prepared to sit through too many stats if they aren’t patently relevant. The old story-telling adage of show, don’t tell is especially true here.
The logic phase of your presentation should build to a compelling climax in the way that a Hollywood film does. Although which genre you work in will depend on the type of audience you are trying to appeal to. More of which in a future blog…
For more on how you can create and relate your sales story to the audience you need to sell to either call me on 07711595862 or email email@example.com