We have established that people don't trust businesses anymore. We trust other people, even reviews from complete strangers, before we trust companies.
For you as a salesperson, that means you have to become a storyteller. You have to humanize your company by telling the stories of the people within it, and the people who buy from it.
University of California, Berkley researchers have discovered that is storytelling. Their studies show that listening to story podcasts activated sensations, emotions and memories not just on one side but across the entire brain.
The persuasive force of stories has been well documented. Stories are highly engaging and contain key elements that elicit powerful empathic responses, which promotes connection and encourages people to feel empathy. This helps to build trust in your company or in your product and in doing so, increases sales.
What this means – in order to humanize your company and build credibility with today's skeptical prospects, engage your customers or prospects by telling them stories about the people who make your product or service possible behind the scenes, and also stories of how other customers found success. Take the focus off of YOU, and you'll appear far more credible and humble.
To become a good storyteller, just remember a couple of key ingredients:
Good storytelling strikes an emotional chord, or creates a feeling of commonality. This is important because by providing an emotional context and removing skepticism, it can make your story more engaging and gives your “audience” a greater reason to care. Do you want to hear from a hotel salesperson how great he is, or do you like him more if he tells you about the bellman who's been with the hotel for 30 years, and the bellman just had his first grandbaby?
Sharing stories of people and behind the scenes information about your company provides authenticity. It is not all about you. Make others the hero of your stories. You're not selling. People (especially Millennials) like to feel connected to the passion and purpose of an organization that they are about to make a commitment to.
Psychology Today states that stories are about collaboration and connection. That is what we're all about – making connections with our clients and prospects.
Try storytelling through video e-mail. The best way to tell a story is always face-to-face, of course. But as I mentioned in my last blog – try to share client video testimonials talking about your products, or your company or even about you and your team.