What are some best practices for using stories to handle objections in different sales stages?

1 Identify the objection

The first step to using stories to handle objections is to identify the type and source of the objection. Is it a logical objection, such as price, features, or ROI? Is it an emotional objection, such as fear, uncertainty, or doubt? Is it a hidden objection, such as a lack of authority, interest, or urgency? By asking open-ended questions, listening actively, and empathizing with your prospect, you can uncover the real reason behind their resistance and tailor your story accordingly.

2 Choose the right story

The second step to using stories to handle objections is to choose the right story for the situation. Depending on the sales stage, you may want to use different types of stories to achieve different goals. For example, in the awareness stage, you may want to use a story that educates your prospect about their problem and how your solution can help. In the consideration stage, you may want to use a story that showcases your unique value proposition and differentiates you from the competition. In the decision stage, you may want to use a story that validates your credibility and reduces risk.

3 Structure the story

The third step to using stories to handle objections is to structure the story in a way that captures attention, engages emotions, and delivers a clear message. A simple and effective structure for storytelling is the STAR method, which stands for Situation, Task, Action, and Result. First, you set the scene by describing the situation that your prospect or a similar customer faced. Next, you explain the task or challenge that they had to overcome. Then, you describe the action that they took by using your solution. Finally, you highlight the result that they achieved and how it benefited them.

4 Deliver the story

The fourth step to using stories to handle objections is to deliver the story in a confident and compelling way. You want to use your voice, body language, and visual aids to enhance your story and make it more vivid and relatable. You also want to use sensory details, metaphors, and analogies to paint a picture in your prospect's mind and appeal to their emotions. Moreover, you want to use rhetorical devices, such as repetition, contrast, and questions, to emphasize your key points and persuade your prospect.

5 Follow up on the story

The fifth step to using stories to handle objections is to follow up on the story and check for understanding and agreement. You don't want to leave your story hanging without a clear call to action or a next step. You want to ask your prospect how they feel about the story, what they learned from it, and how it relates to their situation. You also want to ask them if they have any questions, concerns, or objections that remain. By following up on the story, you can gauge your prospect's interest, address any gaps, and move them closer to a decision.

6 Adapt the story

The sixth and final step to using stories to handle objections is to adapt the story to different scenarios and prospects. You don't want to use the same story for every objection or every prospect. You want to customize your story to fit the context, the audience, and the goal. You can do this by changing the details, the tone, the length, and the focus of your story. By adapting your story, you can make it more relevant, credible, and impactful for your prospect.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?