Since birth, we have been told tales; once we learned to read, we read them; and with the advent of television and other digital media, we all have the opportunity to watch films and series that resonate with us and that we never forget.
In his book “Sapiens: A Brief History of Humankind,” Yuval Noah Harari discusses the power of stories, explaining how they have been fundamental for human cooperation and the development of civilizations. Joseph Campbell’s Hero’s Journey is often used as a framework for creating many of these narratives. Therefore, if humans live by telling stories, the same applies to consultative selling, as we must capture the attention of our clients, who are our audience. Stories must be audience-focused, and to be heard, we need to be credible and data-driven.
In the world of sales, connecting with the client goes beyond offering a solution; it’s about telling a story that resonates with their needs and emotions. This is where storytelling becomes a powerful tool for consultative selling.
Imagine listening to Steve Jobs in one of his famous speeches, such as the Stanford speech in 2005 or the unveiling of the first iPhone in 2007. He didn’t just talk about technology; he shared stories from his life, his failures, and successes, inspiring his audience. Similarly, Martin Luther King, in his “I Have a Dream” speech, used stories and metaphors to paint a clear and mobilizing vision of a better future.
What do these examples teach us? Good stories are memorable and mobilizing. In consultative selling, we must focus on the client. Before selling, it’s crucial to understand their challenges and needs. Only then can we tell a story that truly resonates with them.
Here, the concepts of Ethos, Pathos, and Logos become essential. Ethos represents the credibility of the storyteller; we must be seen as trustworthy and knowledgeable in our field to gain the client’s trust. Pathos refers to emotional connection; our stories should touch the client’s emotions, making them feel understood and valued. Lastly, Logos is about logic and data; our message must be supported by concrete facts and figures that reinforce the viability of our solution.
It is essential that in consultative selling, stories are brief and impactful, whether in conversations, presentations, or demonstrations. We must remember that it’s not just about telling a story, but about keeping the client’s attention throughout the interaction. For instance, if you are selling a business management solution, instead of listing features, you might start with:
“We faced similar challenges when we started. We created this solution with companies like yours in mind, helping to reduce operational costs and improve efficiency. Imagine how your daily routine would change if you could solve these issues and focus on growing your business.”
In this way, you not only capture the client’s interest but also keep them engaged with a relevant and meaningful narrative that resonates with their needs and aspirations.
Jay Conger’s model guides us in building these narratives: capturing attention, explaining the current situation, presenting a vision for the future, and offering a solution. Storytelling, combined with consultative selling, not only informs the client but also builds relationships based on trust and understanding.
I invite you to reflect on the possibility of incorporating these techniques into your sales strategies to create a meaningful impact in your clients’ lives. By doing so, you won’t just sell solutions; you will also create lasting and meaningful connections.
If you would like to explore this or other topics related to Consultative Selling, please do not hesitate to contact us. We would be happy to assist you.
