Episode 12: Why Storytelling Impacts Purchasing Decisions

The third crucial skill for effective selling requires us to use storytelling to illustrate solutions as opposed to pushing product. 

In today’s episode, Sara unpacks the evolution of storytelling as the oldest form of communication, how it impacts every part of business, and why it’s a crucial skill in sales.

Put simply, storytelling connects to the emotional part of the brain. Purchasing decisions are often based on emotion as opposed to logic. Sara outlines how the brain receives facts and figures (hint *not well*) and how we can greater influence the sale with the power of story. Additionally, in B2B environments, we don’t always have the opportunity to speak directly to the decision maker. Incorporating storytelling helps us overcome this “train the trainer” sales situation. 

Having a compelling narrative allows us to become more memorable and build trust with the client. And in today’s environment, with so much pulling at us in all areas of life, why wouldn’t we use a strategy that helps make us memorable?

Salesmanship is a craft that requires self-reflection and practice. How do you rate yourself in each of these crucial capabilities? Take the self-assessment skills survey and contribute to ongoing sales market research via link here.