Facts tell. Stories sell. That’s old news. You’re well-experienced, sales-savvy and have been around the block (more than once) when it comes to landing big clients, closing deals and driving sales like you stole the car. But now you’re finding yourself in the passenger seat with a sales team behind the wheel that just isn’t hitting the mark, and you don’t know why. In your opinion they’re great, hell they may even be the best – you hired them for a reason, didn’t you? But inconsistent sales, long sales cycles and a disconnect between your sales team, your business and your selling proposition are making a huge dent in your plans for early retirement.
Are you ready to do something about it?
In this all-you-can-read buffet, you’ll cover everything your sales team needs to know to drive more sales, sell with conviction, shorten sales cycles and have an unfair advantage above even your toughest competitors. If you haven’t guessed it from the title, it’s through sales narrative training – your golden ticket to the conversion factory.
7 Questions that sales narrative training ‘experts’ don’t want you to ask:
You’re a business leader and a damn good one at that. So, finding the right sales narrative training program for your team is essential to reap the benefits of sales storytelling. You understand that the importance of the right narrative outweighs the type of story you’re selling, so how do you go about ensuring that your team is trained by professionals who aren’t just selling YOU a nice story? Time to catch them out on their own narrative.
1. Do they have any experience in business psychology?
2. Who are their trainers and the facilitators of the program?
3. Who are they partnered with?
4. Do they have any experience in driving sales and can they prove it with results-based evidence?
5. What’s included in the program and is it designed for knowledge retention?
6. What’s the ROI?
7. Will Rich Mulholland be a facilitator? (We’d like to see them try to answer this one.)
You know your stuff, they should know theirs.
Your sales narrative training checklist. If it doesn’t deliver results, it didn’t do its job.
If you’ve decided on the right program for your sales team to kick-start their sales narrative training and bolster their sales, there are a couple of things that your program shouldn’t overlook. Ultimately, you’re going to need a training program that shows results, otherwise what’s the point? Here are the top elements your sales narrative training program should include to ensure knowledge retention and the ability to put theory to practice.
● It can leverage strengths
Each member of your team was hired due to their specific natural strengths. No program should try to fundamentally change who a person is. Rather, it should cover key topics, communicate the objectives and leverage the natural talents of your team to reach these objectives.
● It includes various modes of instruction
The way people process and retain information differs from each individual. Your sales narrative training course should accommodate various learning tools to aid your team in digesting the knowledge and applying it to their routine.
● It utilises technology for powerhouse presentations
Sure, you’ve nailed the craft of how to write the perfect sales narrative, but does your training program include and leverage the full power of technology? No one is keen on hearing a monotone monologue, not you, your sales team or your clients.
● It’s easy to digest
It’s chunked into key topics that follow a golden thread and relate to each other. It follows a structure that encourages learning and uses easy-to-understand language and key concepts.
● It’s customisable
It’s flexible and accommodates the pain points of your business as well as the challenges your sales team are currently facing. It provides intentional and applicable knowledge and tools that can be put into practice.
The proof is in the presentation
You can have the slickest sales narrative, you can spend thousands on nailing your pitch.
At the end of the day, the proof is in the presentation and weak presentation skills are where all your strategies and competitive edge go to die. There is no such thing as a boring topic, just lazy execution. For your sales team to truly benefit from the ROI of effective sales storytelling training, presentation skills need to be one of the core pillars.
What makes killer, results-driven presentations that change minds, win deals and get remembered?
- Visuals that reinforce your message and your credibility
- Effective delivery that builds drama and impact
- The ability to keep each and every member of your audience in the palm of your hand
It’s a critical and valuable skill that’s hard to hire, but easy to learn!
Your competitors are lying about sales narrative training
Some things are worth sharing, others may make you lose your competitive edge. If your competition is telling you that sales narrative training didn’t work for them, they either didn’t do it right, or they’re lying. Sales narrative training is one of the most underutilised but cost-effective and beneficial tools to improve KPIs across the entire organisation. Ensuring that your employees understand the USP, target audience and sell with conviction and confidence, will enable you to utilise them in many other aspects of your business. Being a storyseller enables you to improve:
- Internal communication
- Customer services
- Job satisfaction
- Sales Prospecting
- Customer Success
Furthermore, your sales narrative training will combine marketing efforts with what’s being communicated by your sales team so you know that whatever is being said, across any channel aligns with your core objectives, beliefs, goals and story.
Got what it takes? Challenge your team!
Selling’s not always pretty – but the results can be. If you think your team has what it takes to go from storytelling to storyselling, we’d like to propose a challenge. To get the absolute most out of the Storyseller program, you’re going to want to make sure they don’t hesitate when you ask them the following:
- Are they willing to put the rock and roll back into selling?
- Are they dedicated to putting in the time and effort if it means landing unicorn clients?
- Are they willing to take themselves out of the story and make the client the real hero?
- Do they consider themselves a vital part of the organisation’s overall success?