“If you want to be memorable, if you want to stand out from the competition, remember that stories sell.” – Will Yarbrough in today’s Tip 1424
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from Will Yarbrough. Will is a career sales professional and currently serves as the Vice President of Sales at Fleetio, a fleet management software that helps organizations track, analyze, and improve their fleet operations. Skilled in sales, management, and leadership, Will sees opportunities and easily matches them up with solutions. Here he is:
Will Yarbrough: Remember that stories sell. It’s one of the deepest, most long-standing human tendencies that goes back to the earliest days of humankind. When you think about cavemen, drawing on walls, leaving a legacy for future generations to see what was going on, what they were going through, what they could learn from their experience. Obviously, stories are one of the easiest ways that we as human beings can relate to an idea or through the sales lens, a product.
It’s often underutilized and we don’t appreciate the fact that more often than not, our prospects are looking for a story that they can relate to. This is why you don’t want to sell features and functionality. You want to sell something that they can visualize and see themselves using.
One trick that’s been used on me that I haven’t used enough is what I refer to as the cup of coffee trick. Oftentimes, if you’re on a demo, you’ll hear the salesperson say, Hey, just open up this report. When you’re having your morning cup of coffee and trying to determine what you need to prioritize for the day, you’re going to want to do A, B, and C. And it’s a very subtle trick, but what they’re doing there is helping you to visualize what it’s like actually using the product that they’re selling.
You can taste the coffee. You can imagine yourself pouring a cup into your favorite mug and using that as you sit down and get your day going. The feature of the product, what they’re actually talking about in terms of the functionality, doesn’t matter as much as the visualization and the story that they can remember. So if you want to be memorable, if you want to stand out from the competition, remember that stories sell.
Scott Ingram: For links to connect with Will and to check out Fleetio, just click over to DailySales.Tips/1424. Once you’ve done that, be sure to come back tomorrow for another great sales tip. Thanks for listening!