If you’ve ever tried to teach a kid something, you probably already know the benefit of stories. Children have notoriously short attention spans—who doesn’t these days?—but a story can capture their interest so that you can make a point (or just get them to go to sleep). The same things that make stories so captivating for children make them powerful tools for selling.
I use them in my sales process, and I’ve been amazed at the results. If you want to begin using storytelling to improve your sales, I’d like to share three books with you. They’re a great starting point for anyone who wants to harness the power of stories.
Why Should You Use Storytelling in the Sales Process?
Stories allow you to connect with people on a deeper level than simply talking about products or services. That’s because they help people form feelings and perceptions about things, which is often more powerful than facts and figures on a sales sheet.
Here are some reasons why storytelling works so well when selling.
Stories Are Engaging
Stories enable us to engage with one another beyond our rational selves. They give us insight into our emotions, motivations, beliefs, and values. They draw out emotion and create empathy.
In other words, storytelling brings out our humanity. We become like characters in a movie, trying to solve problems, make choices, and achieve goals.
Stories Are Relatable
When you share a story, you make yourself more relatable, which increases the likelihood that your customer will be interested enough to hear you speak. This makes it easier to establish trust and rapport.
Stories Are Memorable
When we hear a good story, we remember the details. Our brains are programmed to recognize patterns and memorize things that we find interesting. So if we’ve heard something before it will stick around longer. This makes it easier for us to recall the information later on.
Three Great Books on Storytelling in Sales
Here are three books that show you how to find, create, and tell incredible stories that sell. These books take storytelling beyond simple anecdotes and turn it into a powerful tool.
Unleash the Power of Storytelling: Win Hearts, Change Minds, Get Results
Stories That Stick: How Storytelling Can Captivate Customers, Influence Audiences, and Transform Your Business
Sell with a Story: How to Capture Attention, Build Trust, and Close the Sale
Make Storytelling Part of Your Sales Process
It doesn’t matter whether you’re a seasoned sales professional or just starting out. If you want to get better at using storytelling in sales, these books are perfect resources.