Why it matters:
- Stories have universal appeal: We live in a world where consumers no longer buy into a lender’s marketing spiel. No one wants to be sold to anymore, but everybody loves a good story. Storytelling provides you with a great way to capture attention and generate interest when meeting with potential customers.
- Stories make a lasting impression: Information conveyed using a story has a much higher retention rate (65% to 70%) compared to 10% or less when a presentation contains straightforward facts and figures, according to a London School of Business study.
- Stories help LOs establish trust faster: Stories connect with prospects on an emotional level which enables sales professionals to more quickly and easily develop rapport and trust during the sales process.
For additional details, check out my blog post, “Top Selling Technique for Originators: Storytelling.”
Pat Sherlock is the founder of QFS Sales Solutions, an organization that helps organizations improve their sales talent management and performance. For more information, visit https://patsherlock.com.
