What Great Salespeople Do

1. Stories are the most powerful tool for influencing change and building trust

"People who tell the stories rule the world."

Stories connect emotionally. Humans are wired to think, learn, and communicate through stories. They bypass our logical defenses and speak directly to our emotions, making them far more persuasive than facts or figures alone. In sales, stories help build trust, create rapport, and influence buyers to change their thinking or behavior.

Effective stories have structure. A compelling story includes:

• A clear point or belief you want to convey
• A setting that provides context
• Complications or challenges faced
• A turning point where things change
• A resolution that ties back to your main point

By mastering the art of storytelling, salespeople can more effectively connect with buyers, differentiate themselves from competitors, and ultimately drive more sales.

2. Vulnerability and authenticity create deeper connections with buyers

"Imperfections are not inadequacies; they are reminders that we're all in this together."

Showing vulnerability builds trust. Counter to traditional sales wisdom, admitting mistakes or showing imperfection can actually make you more relatable and trustworthy to buyers. By going first and sharing your own vulnerabilities, you create psychological safety for the buyer to open up as well.

Authenticity resonates. Today's buyers are skeptical of polished, perfect pitches. They crave genuine human connection. By being your authentic self and sharing real stories - including your "dumbass moments" - you differentiate yourself and forge deeper emotional bonds with prospects. This authenticity makes buyers more likely to believe in you and your offering.

3. Empathic listening is crucial for understanding and connecting with customers

"People don't care how much you know until they know how much you care."

Listen with more than your ears. Empathic listening involves using all your senses to truly understand the other person. Pay attention to body language, tone of voice, and what's left unsaid. Reflect back what you hear to confirm understanding.

Key elements of empathic listening:

• Awareness: Be fully present and attentive
• Encouragement: Use verbal and non-verbal cues to draw out more
• Reflection: Summarize and validate the speaker's message

By mastering empathic listening, salespeople can uncover deeper needs, build stronger relationships, and ultimately close more deals.

4. The brain's emotional center drives decision-making, not logic

"We are not thinking machines, we are feeling machines that think."

Emotions trump logic. Neuroscience shows that our limbic system (emotional brain) processes information before our neocortex (thinking brain). This means buyers make decisions based on emotions first, then justify with logic afterward.

Right brain vs. left brain:

• Left brain: Analytical, logical, detail-oriented
• Right brain: Creative, emotional, big-picture focused

To influence buyers, salespeople must engage the right brain through stories, visuals, and emotional appeals. Once the emotional connection is made, then introduce logical arguments to support the decision.

5. Salespeople must overcome their own resistance to change

"Earth is no longer the center of the universe, and logic and reason, it turns out, are not at the center of our decision-making processes."

Unlearning is hard. Many salespeople have been trained in traditional logical, fact-based selling methods. Shifting to a story-based, emotionally-driven approach can feel uncomfortable at first. It requires letting go of old habits and embracing vulnerability.

Steps to embrace change:

1. Acknowledge discomfort
2. Practice in low-stakes situations
3. Seek feedback and adjust
4. Persist through initial awkwardness

By pushing through their own resistance, salespeople can unlock new levels of performance and connection with buyers.

6. Tribal leaders within organizations can spark widespread adoption

"Change does not happen from the top down, it happens from the bottom up."

Find your champions. In large organizations, change often starts with influential individuals or small groups (tribes) rather than top-down mandates. Identify and cultivate relationships with potential "tribal leaders" who can champion your solution within their sphere of influence.

The diffusion of innovation:

1. Innovators (2.5%)
2. Early Adopters (13.5%)
3. Early Majority (34%)
4. Late Majority (34%)
5. Laggards (16%)

Focus on winning over early adopters who can then influence the early majority, eventually reaching a tipping point for widespread adoption.

7. CEOs and managers should lead by example through storytelling

"CEOs are the chief storytellers. If they tell their stories well, and speak in an authentic voice, their stories become the DNA of their business."

Culture starts at the top. When leaders embrace storytelling and vulnerability, it creates a ripple effect throughout the organization. Employees are more likely to adopt new approaches when they see executives modeling the behavior.

Effective leadership stories:

• Origin story: Why the company was founded
• Vision story: Where the company is heading
• Values story: What the company stands for
• Customer success stories: How the company makes a difference

By consistently sharing these stories, leaders can align their organization around a common purpose and inspire employees to become better storytellers themselves.

8. Product marketing should focus on crafting compelling narratives

"Marketing is the orchestration of stories shared through social networks."

Treat salespeople as internal customers. Product marketers should use storytelling techniques to "sell" new offerings to their own sales force. This not only increases buy-in but also models effective storytelling for salespeople to use with customers.

Elements of a product story:

• The problem it solves
• The journey of its development
• Challenges overcome
• Real-world impact on customers
• Future vision

By framing product information as a narrative, marketers make it more engaging, memorable, and sharable for both salespeople and end customers.

9. Visual presentations are more effective than text-heavy slides

"A picture is worth a thousand words."

Visuals activate the right brain. Text-heavy slides engage only the left brain, leading to information overload. Visual elements like images, diagrams, and metaphors activate the right brain, making presentations more engaging and memorable.

Tips for visual presentations:

• Use high-quality, emotive images
• Create visual metaphors for complex concepts
• Minimize text, using only key phrases
• Use speaker notes for detailed talking points
• Tell a story with your slide sequence

By embracing visual storytelling in presentations, salespeople can better capture attention, convey information, and persuade buyers.

10. Practice and persistence are key to mastering storytelling in sales

"The closer psychologists look at the careers of the gifted, the smaller the role innate talent seems to play and the bigger the role preparation seems to play."

Storytelling is a learnable skill. While some people may seem naturally gifted at storytelling, research shows that deliberate practice is the key to mastery. Even those who feel uncomfortable at first can become skilled storytellers with persistence.

Steps to improve storytelling:

1. Study story structure and techniques
2. Build a repertoire of personal and company stories
3. Practice telling stories in low-pressure situations
4. Seek feedback and refine your approach
5. Gradually incorporate storytelling into sales interactions
6. Analyze results and continuously improve

By committing to ongoing practice and improvement, any salesperson can develop the storytelling skills needed to excel in today's emotionally-driven sales environment.

Last updated: November 20, 2024