This sales-focused article from the Salesopedia.com website discusses the power of telling stories when selling:
Think about it: If you were in the audience for another sales person’s sales presentation, which kind would you rather listen to: one in which the presenter simply recited a list of features and benefits, facts and statistics, or one that included a stimulating, engaging, riveting, or inspiring story about how you helped another customer solve a problem similar to the one with which you’ve been wrestling, or achieved an outcome you’re looking to achieve? Which would move you, and which would bore you? Which would be memorable, and which would be forgettable?
Stories are far more effective than feature/benefit data dumps.I used to work for a sales trainer who is a master of telling an engaging, purposeful story and people remember them. In fact, one customer went through the training more than 5+ years ago, but he still remembers a very specific story about commoditization.
This approach is also supported by CopyBlogger in this post. Brian couches the discussion around truth-telling which is clearly relevant in sales (though not as widely practiced). The take-away:
But if people reject what you say, truth or not, you’re back where you started.
Guys like Buddha and Jesus had this problem.
The solution remains the same.
Tell a story.
The power in the story is the ability to make a direct point indirectly. When dealing with difficult sales situations, this is a tremendous tool for a salesperson to use. One other note – the salesperson’s ability to use this tool is evident in a well-structured sales interview.