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The art of storytelling and how it can improve your sales

Jul 28, 2021


Once upon a time, a small business owner was looking for a way to make a difference in her customers’ lives. If only she could find a way to speak from the heart, she thought, her customers would truly understand what made her product so life-changing. After searching high and low, the entrepreneur finally found her answer...

In case you couldn’t guess, the answer is storytelling.

The benefits of using storytelling in sales

When done well, storytelling is a powerful way to generate more interest in your products and your business opportunity. It’s a far more dynamic way of communicating than simply sharing facts and figures and it helps you create an immediate rapport with your customers. That’s because storytelling is about finding shared experiences and connections – the right story shows that you understand your customers, as well as their needs and wants.

What’s more, when you tell a story to a room full of prospects, they’re more likely to remember the information you share about yourself and your products. Plus, the shared sense of connection means they are more likely to believe and trust* in the information you give them.

What to include in your story

Now that you understand the power of a well-crafted story, you might be wondering how to integrate it into your own client presentations. Keep it simple to begin. Your story might include how you discovered Jeunesse, your favourite products, and how running your business has impacted on your life.

Jade Distributor Jessica Stringile already incorporates storytelling into her sales technique, and has found it a valuable way to get prospects interested in the products. “People love seeing and hearing real stories – it makes them more intrigued to want to give the products a go,” she says.

For Jue Siou Cam San, a Sapphire Elite Distributor, storytelling is a way to create a deeper connection with others. “People can see a big difference from [my life] before [Jeunesse], after which I can easily share my story with someone,” Jue says.

How to improve your storytelling skills

There’s an art to telling a good story but it’s also a skill that can be developed over time. Use these pointers to hone your technique, then try filming yourself telling your story. By watching it back, you can see which sections are engaging and which parts could be stronger.

1. Make it relatable: the best stories connect with a wide audience, so consider which parts of your experience are most universal.

2. Make it organised: your story should have a beginning, a middle and an end so that it doesn't become too rambling.

3. Make it entertaining: you don't need to chart every single step. Choose a few key successes and challenges from your journey, to keep your story exciting and show how you've arrived at where you are today. If you’re comfortable with humour, you might include a couple of jokes but don’t go overboard, especially if you’re presenting to new clients for the first time.

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* https://www.harvardbusiness.org/what-makes-storytelling-so-effective-for-learning/ 

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