GTM Newsletter Issue #16: The Power of Storytelling in Sales

Welcome to the GTM Launchpad newsletter! Each week, I will share with you a sales play to help you grow your business, level up your sales game, and find success in the trenches. My aim is to provide you with actionable insights. Stay tuned for practical tips on cold calling, lead gen, and closing deals!

Hey there GTM Launchpad fam! Back again with a fresh take on a timeless tactic: Storytelling

Remember when we were kids and we would lose ourselves in a good story? Dragons, knights, enchanted forests... Didn’t matter what it was about. If it had us hooked we were there till the end.

Well who says we can't bring a bit of that magic into our sales game?

That’s right! Today we are diving into the power of storytelling in sales. Trust me when I say this is more than just an old tale.

I've got data and examples to back it up! Ready?

Stories are Powerful: Neuroscientist Paul Zak found that narratives that cause us to feel intense emotions (think happiness, sadness, or excitement) can produce oxytocin. AKA the "trust hormone."

In sales building trust is everything. So get those storytelling gears turning.

Emotion Drives Decisions: As Zak’s research points out - emotions play a huge role in our decision making. Research from the Corporate Executive Board (CEB) found that personal value such as emotional appeal has twice the impact of business value in B2B purchases.

Example: When pitching to a potential client I will often share a story of a past client who was in a similar situation. I detail their struggle, the solution I provided and the outcome. This helps create an emotional connection and shows the prospects the possible outcome of their decision.

Start with the 'Why': Great storytellers know that why something happened is more engaging than what happened. Start with the problem your customers are facing. This creates the 'conflict' for your story and sets up your product or service as the 'hero'.

Actionable Tip: Before your next sales pitch think about your prospects 'why'. What are their pain points? How are these affecting their business? Weave this into your narrative.

Use Customer Success Stories: They are a powerful way to demonstrate your value without resorting to a hard sell. They're tangible, relatable, and prove that you deliver results.

Actionable Tip: Gather stories from your customers. How has your product or service helped them overcome a challenge, achieve a goal, or avoid a potential issue. Use these stories in your outreach.

Paint a Picture: Engage your prospects imaginations. Use vivid language, metaphors, and anecdotes.

Example: Instead of saying - "Our product saves time". Say "Imagine what you could do with an extra 10 hours a week. You could develop a new marketing strategy, train your team, or even sneak off for a round of golf on Friday afternoon."

Tell a Personal Story: Authenticity builds trust. Share a bit about yourself or your companys journey. It humanizes you and creates a connection.

Example: When I started The SD Lab I had no roadmap. I made mistakes, learned, and kept going. Sharing this journey helps my prospects see that I understand the struggles of starting and growing a business.

That's the power of storytelling folks. Its engaging, persuasive, and human.

So next time you reach out to a lead don’t just spill out facts and features. Tell them a story.

Next week we will tackle “Overcoming Common Sales Objections”. This is where the real fun begins!

But before I let you go I've got some exciting news!

🥁 Drumroll please...

Round 3 of the Phonathon is back on June 29th! You are invited to join me & my amazing co-host Maren Erickson for an incredible opportunity to connect, share stories, and learn from the best in the business. We'll dive deep into the ins and outs of sales, talk about our challenges, and celebrate our wins. It's all about getting better together so mark your calendars!

Until then keep your heads up, your spirits high, and your stories compelling!

Here's to closing deals and turning prospects into heroes 🤘 

Rock on GTM Launchpad squad! Have a kick ass week!

^{Thanks for reading, see you again next week at 8 am MST!}

^{- Tom Slocum ✌️}

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