Storytelling has three effects: it makes it easier to gain empathy, makes it easier for the listener to remember, and moves emotions and leads to action.
It is easier to gain empathy wuhan cell phone number list from your listeners by telling a story that is related to their background and way of thinking.
For example, every company wants to succeed, solve problems, and achieve results. By talking about success stories of companies using your own SaaS, you can gain empathy.
Stories are also a way to move emotions and lead to action. By conveying the background, impact, and importance of what you want to communicate, you can stimulate customers' desire to buy .
If you talk about how your company has grown and solved problems thanks to the SaaS you provide, your customers will see themselves in that company. They will be moved emotionally by imagining their own success.
Stories are 22 times more memorable than facts and figures!
According to a brain science study from Stanford University, stories are 22 times more memorable than simple facts and figures. When it comes to purchasing decisions, emotional judgment is more important than problem-solving methods based on facts and figures.
Emotional judgments are driven by stories. And the best way to influence a customer's purchasing decision is to share "customer success stories that are real stories." If you use stories in your talk, your customers will remember your product more.
Basic techniques and tips for "storytelling"!
How do you actually do storytelling? We will explain basic methods and tips in an easy-to-understand way.
Instilling a goal image in customers
It is difficult to instill in customers an image of the goal with just a story. The best way to do this is to go from the right brain to the left brain to the right brain.
The right brain controls emotions, and the left brain controls logical thinking. In other words, the best way to implant an image of the goal is in the order of story → fact → story.
Step 1: Realizing the goal image (presenting materials, etc.)
First, we present a story to appeal to the right brain.
Make your goal concrete through videos, materials, etc. The best videos and materials are success stories from companies that have actually used SaaS to solve problems and achieve results.
For example, by presenting a specific success story such as "Sales increased by 30% within one year of implementation," customers will be able to easily visualize themselves being successful.
Step 2: Support the image logically
After presenting success stories and cases, engage the left brain with facts.
You should highlight your methodology for solving the problem, actual figures, and the efforts you made to solve the problem. When explaining the facts logically, be sure to pay attention to the following points.
Summarize numbers and facts concisely
Always provide numbers as evidence
Use bullet points in documents and videos
Explain in easy-to-understand, simple terms
In sales talk, avoid using difficult-to-understand foreign words or katakana words. The basis of talk is to use easy-to-understand, plain words.
Use bullet points in videos and documents. You can also use bullet points during sales talks to explain key points smoothly.
Step 3: Reiterate your goal image
After giving a logical explanation, we again stimulate the right brain.
Logical talk alone is not enough to persuade customers. For the final push, you need to appeal to the right brain, which controls emotions.
Sales that focuses on "why" to encourage action
The key to inspiring action is asking "why?"
"Start with Why" by Simon Sinek, who is known for his leadership theory, is famous. Although it is spoken of as a leadership theory, it can also be applied to sales and business theory.
Simon Sinek explains that great companies and people who motivate others act in a simple pattern called the Golden Circle. The Golden Circle is a circle that is centered around "Why," followed by "How" and "What."
"What" means "what you do." In the case of a company, this would be "what you make" or "what you sell."
How is "what kind of product will you make" and "how will you sell it?" Why is "why do you do it" and "for what purpose do you do it?"
Generally, when selling a product or service, the "What" and "How" are often emphasized. However, in companies, sales, and leadership that motivate people, the "Why" is used.
Use stories effectively in the order Why→How→What!
In sales, start your story with Why (why you do it, what purpose you use it for), then explain How (what kind of service it is), and finally expand to What (what problem does the service solve).
Developing your sales pitch in the order above will help you get your story across more effectively.
6 steps to talking about success stories in SaaS sales
We will explain practical examples of SaaS sales pitches. Please make sure to follow the six steps below and apply them to your business.
① Major feature of the case
The trick is to first appeal to the right brain with a story.
Give specific examples of success stories to help customers visualize them. For example, say, "A company that introduced our SaaS, ____, saw its sales increase by 30% in one year."
② Overview of the customer in the case
To further help them visualize the company, it's a good idea to provide a detailed overview of the client's company. Include specific figures, such as when the company was founded and how much sales it has.
③ Customer issues in the case study
The trick is to clearly and precisely explain what problems you had. And make it clear what problems you solved with your SaaS.
④Reasons for choosing our own service
Explain why your service was chosen, such as its low cost, ease of use, and excellent support.
⑤Effects after implementation
The trick is to communicate the specific results you have achieved since implementing the system. Include things like "Sales have increased" or "Costs have been reduced" in your talk.
⑥Secondary effects of introduction
Be sure to also promote any secondary benefits that arise. Examples include "improved employee motivation" and "smoother work."
Use your conversation skills to differentiate your SaaS sales!
The trick to SaaS sales is to visualize success stories. A customer's purchasing decision is never determined by logical numbers and facts alone. Rather, it is often determined by emotions and feelings.
Storytelling is the hottest new method in marketing, and it can be a very effective tool in SaaS sales .
Storytelling is the act of telling a story in sales. For example, in SaaS sales, it is effective to tell the success stories of customer companies. By telling the story in the order of Why, How, and What, you can effectively stir the customer's emotions and lead them to make a purchasing decision.
Embrace storytelling to differentiate your SaaS sales business.