Are Your Salespeople Sharing Stories?

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There's a science of storytelling. 

You might wonder how exactly stories apply to the retail automotive selling process. How can storytelling improve your service department hours per R.O.? A well-told, captivating story can affect listeners on multiple levels.

It’s no accident that storytelling is a craft that has stood the test of time.

5 Benefits of Exceptional Storytelling

Motivate customers to take action
- Build trust and rapport
- Make facts applicable, interesting, and relevant
- Capture your prospect's attention
- Move your prospect from left brain (analytical) to right brain (emotional)
- Motivate your customers to take action
Imagine how much more effective your presentation becomes with these 5 benefits.


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Storytelling on the Showroom Floor and Service Drive:

As a professional, you have many different tools in your toolbox. Similarly, a variety of different stories can be told to convey a point. Using the correct type can help elicit the action or feeling you want from a customer. Here are a few:

"Who Am I?" Stories – Demonstrate who you are and create that crucial connection. Customers will know you’re the type that goes above and beyond when they hear how your real-world stories. 

"Why Am I Here?" – There’s much to be said for being transparent. Customers might actually become more receptive if you tell them why you're trying to help them.

Vision Stories – Communicate your vision and inspire others to act. For example, you could relay a story about how a product or service helped a previous customer. 

Company Stories – Share knowledge and inform others. To be effective these stories need a “wow” moment. As a result, they’ll remember you and your company forever as well.

In addition, it’s important that you learn to identify different personalities quickly. 

As you learn more about each one, you’ll also realize what personality is most like you. The reason that’s important is that you’ll need to adjust what comes naturally to what is best for the customer who’s in front of you. Then you’ll need to adapt in order to get them to like you.

Learning preferences

In addition to personality types, people also have a preferred way of learning. Have you ever wondered why some people are always talking while others will often just stand and look without touching anything? The reason is that everyone learns differently. 

Auditory learners

These people love to talk. They prefer to hear stories and explanations versus having you show them things. 

To be successful with auditory learners, you will need to become good a storyteller and a patient listener. That’s because these people love to tell stories too. And stories sell, pure and simple. 

Visual learners

These people like things to be explained in pictures, so brochures and other aids are a great tool to use with them. It’s also important to realize that the words they use will also be visual. For example, visual learners will say things like:

•   "I can see that!'
•   "What would a price on for that repair look like?"
•   " Can you show me to the service department?"

Your success with these customers will come when you use both visual language and visual aids. For example, you might say something like this during your selling activities:

“I see what you mean. Let me show what that maintenance package looks like.”

Kinesthetic learners

These types of people love to touch and feel things. They will use words that are full of feeling. Here are a few examples:

•    "This vehicle rides smooth"
•    "The suspension is tight"

To capitalize on kinesthetic learners, you’ll want to involve the customer. Be sure to have them help in all the demonstrations. Rather than saying, “let me show you,” instead say, “Reach over and pull that lever”. 

By identifying learning preferences, you will have an advantage that will help you build rapport quickly and, therefore, be able to build trust with your customers.

Need some help getting started? Then contact us today!