Top sellers are storytellers
29th September 2022 | Bob Apollo
Every salesperson has the potential to improve their storytelling skills.
As human beings, we have evolved over the generations to use stories to communicate. Moreover, one of the key factors that sets today’s most effective salespeople apart from the rest is their ability to share compelling, relevant anecdotes – typically the experiences of other existing customers – that resonate with their prospects, stimulate them to think differently, and cause them to take action.
Storytelling is an ancient art, dating back to the dawn of language. Indeed, the three core rhetorical skills that underpin compelling and persuasive storytelling can be traced back to Aristotle: ethos (the credibility of the storyteller), pathos (the ability to appeal to one’s audience), and logos (the ability to support one’s assertions through evidence).
Some people clearly appear to have a “natural gift” for storytelling. You’ve probably come across a number of these people in your working or personal lives, and been struck by their ability to communicate, influence, and persuade. You may well have decided to buy things on the strength of the seller’s skills.