The earlier you can learn how to communicate in this way, the faster you will likely grow in your role. But too often we tell the customer a story we believe sets our product or service apart without addressing, or considering, the concerns of the customer. A better approach is to step out of your own head and get curious about how the world looks, sounds, and feels to your clients.When you work in sales, you need to be a great storyteller.
When the food and beverage company met with us to discuss how to break this impasse, their sales team complained: “The retailer just doesn’t get it.”Rather than passively-aggressively accusing a client of “not getting it,” the sales team needed to take a pause, listen more closely, and reframe their narrative to meet the retailer’s needs.How to Craft Stories that Connect with Your Customers
By following these three steps — identifying their obstacles, fostering a shared sense of understanding, and creating and curating a meaningful narrative — you’ll be better equipped to get buy-in from anyone you want.Let’s say you work at a car dealership and are trying to sell a newly released vehicle. You’ve told your story with compelling facts and figures, spotlighting all its high-tech bells and whistles.
So, instead, get curious about your customer. Sticking with our original example, you might start by asking: “Why are you looking to buy a new vehicle today?” Then listen. Tap into your empathy by placing yourself in their shoes and try to identify what obstacles this sale could help them overcome. In this case, you may learn that the customer’s current vehicle is not fit for their growing family.
In the same way, the food and beverage company’s sales team needed to shift its tactics away from the purely logical to the emotional. That could only happen, however, if they understood the mix of emotions their consumers experienced before making a decision — particularly parents who often make price-driven decisions in the grocery store, as we’ve seen in through our work.
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