In this Expert Insight Interview, Mike Bosworth discusses the power of storytelling in creating connections and trust with prospects and buyers. Mike Bosworth is a well-known sales guru, author, speaker, sales philosopher, and story-keeper.
This Expert Insight Interview discusses:
- The power and importance of storytelling
- How storytelling is changing in the modern world
- How to leverage the power of storytelling in sales
Importance of Telling Stories
Over the last year or so, due to the lockdown and the isolation people have experienced, there seems to be a greater-than-ever craving for human connection in all of our interactions, including sales-related ones. That said, the importance of storytelling spans way beyond this.
Humans have been around for roughly 200,000 years, and during the vast majority of that time, there was no written language. That means that everything human beings learned throughout most of their history was passed down in the form of a story. Aside from this, stories have always served as a powerful tool for leaders to inspire people to do things that needed to be done.
Storytelling in the Modern World
People love stories. There’s a rich oral tradition in the human race, and we have become accustomed to the importance of storytelling throughout the generations. Moreover, many studies have shown the measurable impact storytelling has on brainwaves and neural patterns.
Unfortunately, the modern world of instantaneous gratification, social media, and bite-sized experiences seem to have moved people further away from being able to really connect and tell stories because they seem to defer to the path of least resistance.
Permission and Anticipation
Our attention spans are getting shorter and shorter, which is why salespeople who are looking to leverage the power of storytelling have to obtain permission to tell their stories. As a salesperson, even if you have your story down to a brief 60 seconds, there are very few strangers that will simply let you walk up to them and tell a 60-second story.
Getting permission is the real secret to successfully leveraging the power of storytelling in sales. It creates anticipation within the listener and creates an environment in which the story can take full advantage of its power and potential as a sales tool.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.