BBC 011 : How to Sell Through Stories - Take Your Selling to the Next Level

Better Business Coach Podcast: Sales Training | Proven Education | Actionable & Downloadable Worksheets

In this session of Better Business Coach Podcast, invited guest and story master Aprille Janes shares with you the seven types of stories you can use in business and how they can effectively be used in marketing, sales and coaching.

Episode outline:

Stories are of vital importance in sales and coaching. They can be used to embed ideas, suggest a different perspective, and even help someone feel they are not alone.

But how do we use them in sales and coaching?

Let’s say we want a prospect to know we are good at our job. We can achieve this in one of two ways:

1. Tell them how amazing we are and be seen as big- headed.
2. Tell them a story of someone we helped to amazing success and allow them to come to their own conclusion.

Another example would be if we can see a client is looking at something from the wrong perspective. We could suggest this in one of two ways:

1. Tell the client they are taking an incorrect approach and hurt our good client relationship.
2. Tell a story of a past client that made a realization and wait for the client to do the same.

So what are the seven types of stories?

1. Overcoming – David and Goliath, or Sigourney Weaver in “Alien” – Apple’s First Macintosh Commercial

1. Rebirth – “It’s a Wonderful Life” or Prudential’s commercial called “Day One,” helping people understand that retirement isn’t the end.
2. Quest – “Lord of the Rings” or IBM and Lexus’ quest for the brand personification.
3. Journey & Return – “Wizard of Oz” or Corona commercials with tag line “finding your beach.”
4. Rags To Riches – “Cinderella” or Johnnie Walker – Scottish farmer to global business.
5. Tragedy – Not a good story to use in business as it’s not positive and doesn’t offer hope.
6. Comedy – Hard to do, but if you get it right it will go viral. Geico does this extremely well.

Another great example as promised – A Conference Call in Real Life

About Aprille Janes:

In 2003, after 20 years as a successful business consultant, Aprille threw away her corporate suit to work with purpose-driven entrepreneurs. Today she helps them boldly leverage their stories so they stand out in this noisy marketplace. She is now a speaker, author, and podcast host of The Bolder Business Podcast.

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To find out more about me or the show, feel free to check out:

My profile – https://matthewpollard.com/aboutmatthewpollard

The full show write-up – http://betterbusinesscoachpodcast.com

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