The Audible-Ready Sales Podcast How to use stories in your sales process
Jan 31, 2023
John Kaplan, seasoned sales effectiveness leader and storytelling expert, shows how narrative builds emotional connection and urgency. He explains making proof points into vivid stories and getting buyers to stand inside the tale. Short, practical tactics cover preparation, vulnerability to invite buyer sharing, and quick “ho-hum” reengagers to revive stalled conversations.
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Stories Create Emotional Attachment And Urgency
- Stories attach emotion to information, which increases recall and creates urgency.
- John Kaplan cites research: decisions are emotional then justified by logic, so stories make buyers more attached and more likely to act.
Turn Proof Points Into Validated Success Stories
- Do convert proof points from logo slides into full stories describing the problem, negative consequences, your solution, and results.
- John Kaplan advises always having a real participant available to validate the success story.
Prepare Stories To Put The Customer In The Moment
- Prepare stories so the customer can 'stand in the story' and see relevance to their situation.
- John Kaplan recommends asking yourself "so what?" and framing the reason you're telling it based on what the customer said.