A cornerstone of effective selling is building value for your product or service with your prospective customer. One of the most effective ways to do so is the use of storytelling that increases engagement.
In a recent Forbes article written by Senior Contributor Kathy Caprino, she reports that “the quality of connection that results from storytelling is deeper, more lasting, more resonant.” This comes from Dr. Murray Nossel who is on the teaching faculty at Columbia University and the author of Powered by Storytelling: Excavate, Craft, and Present Stories to Transform Business Communication.
In another article on brilliantio.com, the author makes the point that “you can talk without sounding like a sales pitch. We are surrounded by people pitching their stuff, on social media and elsewhere. It’s an instant turnoff. Storytelling is a way to get around the problem. You can talk about the benefits of your product or service and how others will benefit by telling a story they can relate to.”
I work in the smart home security space. This week on NBC’s Today Show there was a report of increased incidents of vehicle catalytic converter thefts nationwide. The article made a compelling case for the use of outdoor security cameras as a deterrent. The report gave excellent details including the percentage increase in the crime and the financial impact on victims. This can be crafted into a story that can be shared with prospective customers to create curiosity and engagement. It is highly relatable because most homeowners own a vehicle.
This is just the tip of the iceberg. Thinking further I did a web search on another popular concern that motivates homeowners to invest in a smart home security system with cameras: package theft. There were a number of fact-based recent reports that point to an increase in this crime as well. Another story to be shared with prospective customers.
Regardless of the product or service that you sell, you should have a list of the benefits customers experience when they purchase from you. Remember, benefits are different from features. Features are the product or service itself; benefits are the reason customers purchase the product or service. In our business, for example, people purchase a video camera from us. The camera is the feature. The benefit is that it deters crime. People don’t want a camera; they want to deter crime from happening to them.
Are you using stories like the ones above when engaging with your prospective customers? If you agree with the idea that it is an effective way to build value with prospective customers, share that with us by leaving a comment.