When it comes to selling, people buy from people. Your products or services need to be pitched through a good story if you want to pique people’s interest and get them to ‘buy in’ to the idea.
Tapping into people’s emotions, connecting with them in a meaningful way, explaining what makes your brand unique – these are the things which can help you stand out from the crowd and make you memorable.
Every company and product has an origins story, and that’s what people find interesting and relatable. Where did the idea for your business come from? What inspired you to develop this particular product or service? How did you spot that gap in the market? If you can answer these questions you can begin to structure your narrative accordingly.
You need to work out your beginning, middle and end. Your beginning is that first spark of an idea, explaining your inspiration and motivation. The middle is how you developed that idea into a reality, how you actually created your company or whatever it is you’re selling. The ending is obvious. You want the prospect to buy, so you have to give them a compelling reason to do so. Put across why they need this particular product or service, what makes it so unique and special that they couldn’t do without it.
Telling a story is the key to a great pitch. By giving your prospect a narrative, you can humanize your brand and make it much more appealing to buyers, because purchasing decisions are based on emotion as well as sound business sense.
Storytelling helps potential customers 'buy in' to your brand
Constructing a narrative makes your sales pitch more effective
Work out your beginning, middle and end in order to build your story