For many small business owners, the word sales can make you anxious. Selling can feel intimidating, whether it’s the pressure to meet targets or a lack of confidence in closing deals. The good news? Sales isn’t just about cold, hard numbers. It’s about connection, authenticity, and the stories you tell.
Stories Sell, Facts Tell
You’ve probably heard the phrase ‘stories sell, facts tell’. At its core, this idea highlights that people connect with storytelling more than numbers. While sales data and metrics are crucial for understanding the health of your business, they’re not enough to inspire action on their own. Think about your target audience. They’re not just buying a product or service – they’re buying into your journey, your values, and how your business can solve their problems.
Take your sales data and turn it into a story that reflects your business’s mission. Let’s say your sales metrics show a spike in customer interest in a particular product. Instead of simply reporting that spike, dig deeper.
- Why are people drawn to that product?
- What customer stories can you share that highlight its benefits?
- Was there a specific problem your business solved for someone?
When you frame data in this way, you’re not just presenting numbers but creating a story that resonates and builds trust.
Did you know that 63% of people remember stories, only 5% remember stats and 68% say that brand stories influenced their purchasing decisions?
Using Trends to Create Your Sales Story
There are so many elements that impact sales trends. Politics, market shifts, or geographical location can influence how your customers interact with your business. For example, a change in government may affect customer behaviour in different regions or industries, while global trends like sustainability might shift consumer preferences toward eco-friendly products. We all remember how the pandemic left its mark on every area of our lives and businesses!
As a small business owner, you have a unique opportunity to tap into these trends and create a story around them. Imagine your business is located in a country where working from home or a hybrid system has become the new normal. How can you tailor your story to reflect that change? Perhaps your product or service is perfectly positioned to meet the needs of remote workers. Crafting stories that show you understand your audience’s challenges can help build credibility and trust.
Sales stories can also be crafted around awareness days and influencer trends. 64% of consumers purchase something after watching a branded social media video. How can you turn your business into an Instagram Reel or TikTok video? Behind-the-scenes footage is often popular, as are video testimonials and products being used in the real world.
Remember to be yourself and share what you do and why you love it.
Sales Is More Than Numbers on a Page
Focusing entirely on sales metrics means losing sight of the human element. Sales isn’t just about numbers – it’s about building relationships with your target audience and nurturing existing clients. Every sale is a conversation, a connection between you and your customer.
Think of your sales data as a tool that helps you understand those relationships. Look at repeat purchases, which might indicate customer loyalty. What could a drop in sales tell you about a specific product or service? Perhaps it’s time to re-engage with your audience. By interpreting sales metrics this way, you can craft stories that speak to your customer’s needs, creating stronger, long-term relationships.
How to Use Your Authentic Story to Sell
What makes your business unique? Your authentic story is your greatest asset. Start with the why behind your business – why you started it, the passion driving your products or services, and the impact you want to make. Sharing this story allows your audience to see beyond the product and connect with the heart of your business.
Your Unique Human Proposition (UHP®) defines your strengths, values, and uniqueness.
These are your greatest assets in sales. People buy people, and when you understand what your UHP really looks like, you will provide an unparalleled sales experience to your customers.
Your sales data can help you find the stories that resonate most with your audience. Perhaps your top-selling product solves a common problem, or maybe your customers are drawn to a particular feature that reflects your core values. Use this information to weave your story into your marketing and sales efforts.
For example, if you own a small handmade jewellery business and notice that most of your customers are purchasing pieces made with recycled materials, this is a story worth sharing. Not only does it highlight a popular product, but it also taps into a broader topic of sustainability, which is a value your audience likely shares. By aligning your story with your sales data, you can build a deeper emotional connection with your audience, making the sales process feel more natural and authentic.
Sales is about much more than closing a deal. It’s about understanding your audience, sharing your story, and building relationships that stand the test of time. By using your sales metrics to create stories that resonate with your customers, you can overcome the fear of selling and create connections that go beyond numbers on a page.
Remember, stories sell, facts tell. Take a look at your data, and start telling the stories that will build trust, foster relationships, and grow your business.
Are you ready to turn your data into stories?
Book one of my Express30 coaching sessions and gain the clarity you need to drive sales in your business. If you have a burning sales challenge, my Express30 Sessions are designed to solve that issue in just 30 minutes.
If you want to ‘Discover your UHP®’ with me, book a 1-hour personal coaching session with me HERE.
“Jules is a fantastic coach, approaching sales with energy and empathy.
A trusted acquaintance introduced me to Jules after hearing I was looking for help developing my LinkedIn messaging. To say that working with Jules has been an inspiration is an understatement rather than an exaggeration!
She’s helped me feel more comfortable ‘selling’ and our work together has impacted all aspects of my company’s communications.” Richard Banyard, Op-Tec Systems
Want to find out more? Schedule a virtual cuppa with me, and we can have a chat about my coaching services.
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