If you’re a great storyteller, then you can also become a good salesperson. Storytelling and marketing go hand in hand. Great stories are those that teach people how something can benefit them. If they are going to pay for your products, they’ll want to know why it deserves a slot in their budget. People want to be sure that they are doing the right thing. Your stories can help them make that decision.
Storytelling is one of the most important strategies that competitive insurance marketing companies use to sell insurance policies. Once people become aware of the impact of a life-changing event in their lives, they’ll gladly take up an insurance company’s offer. They’ll want to protect their families from the financial burden of unemployment, catastrophes, and health emergencies. This is why stories are essential in selling products such as insurance policies. They have the convincing power to close a deal.
Facts vs. Stories
Facts are important. They are empirical evidence of why people need to buy your products. Explaining the features of a product makes you look smart and in charge. They are important details of why a customer would want to buy your products. But what many companies don’t see is that facts can also be the reason customers feel intimidated. They may sometimes make a seller look and sound arrogant and unlikeable.
Why do you think you have a better chance of buying from a friendly salesperson than someone who explains the features of a product like a robot? Why does someone who smiles a lot sells more than someone who knows the product inside out? Why are friendly conversations more valuable?
Facts do not engage emotions. Customers are highly emotional. They make purchase decisions based on how they feel about a product or service. If they feel that they need a product or service, it is easier to convince them to part ways with their money. But guiding them to that ultimate decision takes time and perseverance. Above all, it takes stories to get them there.
Stories allow customers to see how a product or service can impact their lives. If they are going to pay hundreds of dollars for a product, they want to know that this is worth it. They want this product to add value to their lives, families, and homes. Without the promise of this value, you are not going to be successful at convincing them.
As a salesperson, you should connect with your customers’ emotions. People buy with their emotions and justify that purchase with logic. If you want to sell insurance, for example, you have to first highlight what the insurance can do for the customers and their families. Only after you’ve planted that need for insurance will you close the deal with facts and evidence. This is how you can maximize your connection to a customer.
Everyone has a personal story that will help attract customers. You might have your own story to share. If you are willing to tell your story of personal loss or financial gain, be prepared to open up to a customer. Be genuine and sincere to your customers.