Andy NearyI help insurance professionals turn brand awareness into business growth.

How 👆 to use storytelling in sales.

21 Mar 2024 · 1 min

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1:00

Andy Neary explains how to use storytelling in sales, emphasizing that sellers often tell the wrong story by focusing on how great they are instead of telling the prospect's story. He advises targeting messages carefully and frames storytelling as a classic structure: the prospect is the character with a goal and problem, the salesperson is the guide who offers a plan to help the prospect succeed and avoid failure. The speaker repeats and reinforces the key question: "What are you saying?" and warns that "nobody cares" about self-promotion—focus on the prospect and your process for helping them.

Chapters

Question number two. What are you saying? This is where you've got to be very careful about who you're targeting your message at. You see, today, I'm willing to bet you are telling the wrong story because you're so focused on telling the market why you are so great. But here's the deal. Nobody cares. Your job is to tell your prospect story. And remember this. Every story written in history has been told the same way. There is a character who has a goal with a problem that needs a guide with a plan to have success and avoid failure. You see, the character's your prospect and you're the guide. And your job is to help them achieve their goals and overcome their problems with a plan that is going to help them have success and avoid failure. Question number two. What are you saying? This is where you've got to be very careful about who you're targeting your message at. You see, today, I'm willing to bet you are telling the wrong story because you're so focused on telling the market why you are so great. But here's the deal. Nobody cares. Your job is to tell your process.