What is it about stories that give them the ability to impact business results?

The brain needs sensory information, patterns, and the like for experiences to be logged into immediate and short-term memory. Since a story is a packet of sensory material that allows people to quickly and easily internalize, comprehend, and create meaning, when crafted well, it can move others to open their wallets. The latest brain research not only demonstrates that stories are remembered far longer than other communication forms (bulleted information, data and facts, for example), it shows they immediately connect to the emotional center of the brain, where most buying decisions are made.

While the use of stories in organizational settings is in its infancy, the research around what makes a story powerful has been available for the last 30 years. The results include:

• Captivating people's interest and making them more attentive listeners.

• Communicating information faster, with more accurate recall of key points over time.

• Quickly and successfully conveying the meaning of complex concepts.

• Fostering creativity and enhancing problem-solving.

• Making information more believable.

• Strengthening relationships.

• Inspiring people to change.

Knowing this, why would you not be using a variety of story techniques to generate sales?

Winning New Customers

If you believe the value a story brings is key to securing new business, here are a variety of ways story techniques can be used to win new customers. As you go through this list, ask yourself, "How many of them are my dealership, sales, and marketing staff using today?"

Prior to Prospecting

• Understanding the business story behind new market segments.

• Gathering consumer feedback using story prompts in focus groups.

• Translating and relaying market research data and findings through composite stories.

Prospecting

• Evoking stories from new contacts at networking events.

• Listening to stories in ways that more quickly build rapport.

• Relaying a story to clearly communicate the distinction between your dealership and a competitive dealership (e.g., distinguishing between community banking, traditional banking, and credit unions).

• Having the organization's founding core values and folklore already crafted as hip-pocket stories, ready for sharing.

Calling on a Client

• Relaying personal stories about experiences with the prospect's business.

• Knowing how to prompt stories to help build a foundation of trust.

• Employing story triggers to get the prospect to open up about their business during discovery.

• Using story-telling as a tool to identify immediate needs and pain.
Asking for the sale

• Incorporating a story into the proposal.

• Overcoming objections by telling or prompting a story.

• Co-creating a future story.

Post-Sale

• Soliciting testimonials as stories.

• Conveying results through stories.

Can You Afford to Wait?

Stories are the most powerful communication vehicles we have for connecting, communicating, and influencing others. Unconsciously we think in stories, talk in stories, and inspire through stories. What about using them to increase sales? Story-telling is presented in my book, How to Succeed in the Automotive Sales Industry® Start training your business development and sales force to consciously and competently use a variety of story techniques and watch what happens to the bottom line.

P. S. Urgent if you’re looking to optimize your interpersonal skills for success order a copy of " How to Succeed in the Automotive Sales Industry " @TechAutoCareers.com. Then settle in for a satisfying read that will surely enhance your interpersonal skills for success this year, it is not just a book but a service.

If there is anything thing we can answer for you please do not hesitate to get in touch with us @TechAutoCareers.com® we are looking forward to working with you - and hopefully conversing with you. Again, thanks from I.C Collins and Tammi Collins @TechAutoCareers.com® Feel free to be yourself get to know our members on Facebook, Google+, and Linkedin.

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What do you think? Is this something you can benefit from or do you have a few tricks up your sleeve that are just as powerful? Make your voice heard by leaving a comment below. Don’t forget to hit the share button if you know others who will find this post useful.

I.C. Collins ~ Author, Educator, Trainer and President: Has One Simple Goal: I believe it is my mission and purpose to remind you, that you are meant to have the best life possible! You were created with intention and purpose and I am here to simply help guide you through your life’s journey.