You don’t have to be a Booker Prize winner to learn how to craft a compelling selling story. Since the creation of language, stories have been at the root of our ability to communicate and understand what is going on in the world around us. Stories capture our attention and engage us in a way that facts and figures never do.

The secret to creating an engaging selling story is to make sure you tell your ‘customer’ what’s in it for them and show them how you can help them meet their needs. Below are six storytelling techniques to help you win your customers’ hearts and minds and make it easy for them to say ‘yes’ to your recommendation.

  1. Use analogies – a great example of this is when Steve Jobs remarked, “a computer is the equivalent of a bicycle for our minds. ” This use of soundbytes helps you connect with others on an emotional level, enabling you to stand out from the crowd.
  2. Ask a rhetorical question – such as “So why is innovation important to business today?” This figure of speech is a useful device to help prompt your customer to think. It also allows you to introduce and communicate important messages.
  3. Use reiteration – repetition is an effective way to land a key point. Winston Churchill showed the power of this when he famously said, ‘We shall fight on the beaches. We shall fight on the landing grounds. We shall fight in the fields, and in the streets, we shall fight in the hills. We shall never surrender’. Take the time to prepare your key messages ahead of time and don’t be afraid to repeat them to emphasise their importance.
  4. Paint a picture – use visuals to bring your story to life but remember this shouldn’t replace key data or insight.
  5. Sell the numbers–always present the numbers in the best way possible to support your argument. This could mean breaking down large numbers so they seem smaller or making small numbers seem  An example could be offering an extra 90 days’ warranty as opposed to 3 months.
  6. Refer to third parties – making a comparison to a third party is an effective way to introduce a different perspective and establish credibility.

Finally, it’s important to remember that learning how to sell an engaging story that resonates with your customer can be easier said than done. Just like developing any new skill, it takes hard work and commitment to master the art of storytelling.  So, try rehearsing your story with a colleague or trusted friend ahead of your meeting and ask for their feedback.  Practice really does make perfect.