Training Industry Magazine - September/October 2019 - 21

* Sparking new thinking and ideas:
Stories can lead to free flowing
brainstorming sessions, sparking new
ideas and fostering a feeling of team spirit
between prospects and salespeople.
* Overcoming resistance: Salespeople
can overcome objections by responding
with stories about customers who felt
similar doubts, yet ultimately succeeded
in meeting their needs by investing in
your company's products or services.
* Closing deals and moving business
forward: It's possible to effectively
create a sense of urgency and relevance
through stories that move prospects to
see the advantages of quick action.

ELEMENTS OF A PERSUASIVE
SALES STORY
The best sales stories give a soul
to otherwise inanimate products
and services. Through a process
psychologists call narrative transport,
they affect the way prospects feel about
what they are being sold. Listeners
become so immersed that they see
themselves in the story and make it
their own.

It's easiest to emotionally hook prospects
by sharing stories of people who faced
challenges similar to their own. The
prospects ideally start rooting for the
main characters, finding them relatable.
When the main characters succeed as a
result of using your company's product
or service, the prospects visualize
themselves as succeeding - which
leaves them with a good feeling about
your company.

* Brevity: The ideal length for sales
stories is no more than one minute,
preferably 30 seconds.

An effective sales story typically shows
most or all of the following attributes:

Storytelling for selling is a learned skill
that begins with presence - the ability to
authentically connect with the hearts and
minds of others in order to motivate and
inspire them toward a desired outcome. Ask
sales team members to do the following
to improve their presence and help them
effectively use stories to close more sales:

* Relevance: The right story will illustrate
the values that its particular listeners
will care about. It's a good idea to have
a variety of different stories to call
upon at any time; different ones may
have different impacts.
* Flow: Stories must have a clearly
defined beginning, middle and end;
otherwise, listeners may tune them out.
* Details: Stories chock full of descriptive
details give prospects a sensory
experience - they can transport
themselves into the story by virtually
visualizing, hearing and smelling the
details within it.

* Goal orientation: All stories shared
with prospects should convey a target
message that encourages them to
take a desired action.

HOW TO EFFECTIVELY DELIVER
STORIES THAT SELL

* Practice: Practice stories before using
them. This provides time to memorize
them and gives tellers the chance
to develop a polished delivery that
drives home key takeaways.
* Relax: Focusing on the personal need
to close a sale may heighten feelings of
anxiety, which can cause salespeople to
rush or have trouble listening. Taking
some belly breaths and shifting their

T R A I N I N G I N DUSTR Y MAGAZ INE -FORMALIZ ING INFORMAL L E ARNI NG 2 019 I W W W .T RAI NI NGI NDU S T RY .C OM/ MAGAZI NE

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https://www.medium.com/science-of-story-building/science-of-story-building-narrative-transportation-923b2701e286 https://www.trainingindustry.com/magazine

Training Industry Magazine - September/October 2019

Table of Contents for the Digital Edition of Training Industry Magazine - September/October 2019

Thinking More Broadly About How Adults Learn
Table of Contents
Mentoring: 4 Keys To Making it a Meaningful Learning Experience
Formalizing Informal Learning: Tinker Dabble Doodle Try
The Accidental Learner
Percolating Builds Depth
Coaching is a Cop-Out
Close More Deals With Story Selling
Partnering for the Power of Knowledge: How Can Knowledge Sharing Foster Collaboration Among L&D and Employees?
Organizational Resiliency: a Function of Leader Adaptability and Versatility
Rules of Engagement for by Laura Francis Mentoring Reverse
Steps to Formally Make The Informal Part of Your Content Strategy
The Play's the Thing': The Power of Story-Based Learning
Fujitsu’s Experiment With Peer Coaching Pays Off
How to be Authentic When Collaborating on Multicultural Virtual Teams
Making the Case for Informal Learning at Work
Formalizing Informal Learning to Improve Performance
Making Learning Fun Again
Investing in the Future of the Worker, Not Just the Future of Work
Company News
Training Industry Magazine - September/October 2019 - Cover1
Training Industry Magazine - September/October 2019 - 2
Training Industry Magazine - September/October 2019 - Thinking More Broadly About How Adults Learn
Training Industry Magazine - September/October 2019 - Table of Contents
Training Industry Magazine - September/October 2019 - 5
Training Industry Magazine - September/October 2019 - 6
Training Industry Magazine - September/October 2019 - 7
Training Industry Magazine - September/October 2019 - 8
Training Industry Magazine - September/October 2019 - Mentoring: 4 Keys To Making it a Meaningful Learning Experience
Training Industry Magazine - September/October 2019 - 10
Training Industry Magazine - September/October 2019 - Formalizing Informal Learning: Tinker Dabble Doodle Try
Training Industry Magazine - September/October 2019 - 12
Training Industry Magazine - September/October 2019 - The Accidental Learner
Training Industry Magazine - September/October 2019 - 14
Training Industry Magazine - September/October 2019 - Percolating Builds Depth
Training Industry Magazine - September/October 2019 - Coaching is a Cop-Out
Training Industry Magazine - September/October 2019 - 17
Training Industry Magazine - September/October 2019 - 18
Training Industry Magazine - September/October 2019 - 19
Training Industry Magazine - September/October 2019 - Close More Deals With Story Selling
Training Industry Magazine - September/October 2019 - 21
Training Industry Magazine - September/October 2019 - 22
Training Industry Magazine - September/October 2019 - 23
Training Industry Magazine - September/October 2019 - Partnering for the Power of Knowledge: How Can Knowledge Sharing Foster Collaboration Among L&D and Employees?
Training Industry Magazine - September/October 2019 - 25
Training Industry Magazine - September/October 2019 - 26
Training Industry Magazine - September/October 2019 - 27
Training Industry Magazine - September/October 2019 - 28
Training Industry Magazine - September/October 2019 - Organizational Resiliency: a Function of Leader Adaptability and Versatility
Training Industry Magazine - September/October 2019 - 30
Training Industry Magazine - September/October 2019 - 31
Training Industry Magazine - September/October 2019 - Rules of Engagement for by Laura Francis Mentoring Reverse
Training Industry Magazine - September/October 2019 - 33
Training Industry Magazine - September/October 2019 - 34
Training Industry Magazine - September/October 2019 - 35
Training Industry Magazine - September/October 2019 - Steps to Formally Make The Informal Part of Your Content Strategy
Training Industry Magazine - September/October 2019 - 37
Training Industry Magazine - September/October 2019 - 38
Training Industry Magazine - September/October 2019 - 39
Training Industry Magazine - September/October 2019 - The Play's the Thing': The Power of Story-Based Learning
Training Industry Magazine - September/October 2019 - 41
Training Industry Magazine - September/October 2019 - 42
Training Industry Magazine - September/October 2019 - 43
Training Industry Magazine - September/October 2019 - Fujitsu’s Experiment With Peer Coaching Pays Off
Training Industry Magazine - September/October 2019 - 45
Training Industry Magazine - September/October 2019 - How to be Authentic When Collaborating on Multicultural Virtual Teams
Training Industry Magazine - September/October 2019 - 47
Training Industry Magazine - September/October 2019 - 48
Training Industry Magazine - September/October 2019 - 49
Training Industry Magazine - September/October 2019 - 50
Training Industry Magazine - September/October 2019 - Making the Case for Informal Learning at Work
Training Industry Magazine - September/October 2019 - 52
Training Industry Magazine - September/October 2019 - Formalizing Informal Learning to Improve Performance
Training Industry Magazine - September/October 2019 - 54
Training Industry Magazine - September/October 2019 - Making Learning Fun Again
Training Industry Magazine - September/October 2019 - Investing in the Future of the Worker, Not Just the Future of Work
Training Industry Magazine - September/October 2019 - Company News
Training Industry Magazine - September/October 2019 - Cover4
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