Often people mistake a sales story for a sales pitch. There’s a serious difference.
Pitches lead with facts and figures. Stories create a narrative frame that gives sales collateral meaning and significance. You can’t sell anything unless you grab and maintain attention. Stories do precisely that.
People are addicted to stories because they tap directly into the limbic part of the brain (responsible for feelings and actions). As virtually all decisions we make, consciously or unconsciously, have a high emotional component, this means that your chances of success are multiplied when you sell through the medium of stories.
Add to this that storytelling also…
- Demonstrates value.
- Sells across a whole portfolio.
- Increases listening and attention.
- Simplifies complexity.
- Lodges in the memory.
…and you can see why it is a powerful sales tool.
A great new way to look at pitch structure. Can’t wait to put it into practice.
Christine Mills, Chief Marketing Officer, Iris
Why coach your team?
Ever wondered why…
- Training often makes little difference to the bottom line?
- Fantastic feedback doesn’t translate into performance?
- Delegates forget 95% of the content after six weeks?
The answer is that traditional sales training rarely causes a change in skills or attitude.
Coaching (individually or collectively) is the best way to hone skills and generate fresh approaches. If you want to see a sustained change – particularly following a training session or program – then coaching is the best way to generate this.
But don’t just take my word for it…
CEB Sales research shows that coaching is a key indicator for sales manager effectiveness and for improving team performance. Frontline sales staff who are effectively coached achieve 19% higher percent to goal ratio than their peers.
Specifically it’s useful for:
- Maximising collective and individual impact.
- Boosting motivation and sales awareness.
- Identifying and maximising opportunity.
- Generating solutions to real sales issues.
- Creating a culture of excellence.
Greg has a very acute judgment of people. He is passionate about the business and I look forward to continue to work with him.
Jo Redfern, MD, Education Cubed
I am certified performance coach and a member of the Association for Coaching.
Of all my training this was my favourite session. I really liked the idea that it was exercise based and not the usual cringey role-plays. I have often found traditional sales training ineffective, but the Storytelling approach just seems to work.
Arissa Ames, Account Manager, Care and Dementia Show