What is it that you need to convert your pitch into a sale? What sets you apart from hundreds of other entrepreneurs out there. Especially the ones with the same product/service that you offer. The answer lies in the connection you establish with your audience. Whatever it is that you’re saying — are they paying attention? Does it solve a problem for them? Are you appealing to their emotions? What is it exactly in your pitch that makes them take notice. Enter the Art of Storytelling in Business. We’re here to talk about what you need to do differently. Head to ‘The Art of Storytelling In Business’ on Making Bank S7E31 to catch the whole episode.

Why Must You Tell A Story?
When communicating an idea to a bunch of people, you need to make sure you catch their attention and are able to hold it. Think about the most famous advertisements you’ve seen on television. Chances are that you will remember the ones that you could connect with most. Ads that have a story. Ads that you can picture yourself in. You will not remember a business that only states what its product is, and its uses. The funds spent creating that ad make no difference to you. All that matters is that it had a story, and you could connect with it.

Finding The Emotional Connect
Think about your own personal purchases today. You buy a car that you’ve dreamt of owning ever since you saw it in your textbook as a child. You purchase jewelry for your wife, knowing well that her birthstone in it will make her happy. You pick a job that may not pay as well, but it helps you spend more time with your parents since it is closer to their home. All our choices do have an emotional factor. As a business owner, you need to figure out what it is about your product that people can engage with on an emotional level. Help them see why their life is better because of your brand. Make them feel like they are a part of the bigger story.

Paint The Picture
To tell a story effectively you need to have the details ironed out. Ask the right questions to find your when, what, how, who and why. Once you have this, ask yourself what is the problem you are solving. Spend time on the problem (in the present tense). Explain it at length. Pick out parts of the problem that are most difficult, and share your own experiences if any. This will develop empathy. Your audience will start to see themselves in you. Then you move to the solution. Show them that the solution takes care of them. Make them feel heard and understood. You don’t need an elaborate long-winding story. In fact, the more concise your message is, the better. This way, both you and your message will be remembered. And if you make a mark in their minds, you will definitely stand out among all other pitches made by your competitors.

You Have To Listen
To improvise on your story in the moment, pick up on subtle cues. Watch their body language. Look at their reactions. Listen to what they have to say. These are the soft skills that will help you master the art of storytelling. Get them to talk and open up about their problems, and use those inputs in your pitch.

Personalisation Is Key
When you are selling a product, you often forget that you represent it. To sell well, you need to sell yourself first! To do that effectively, personalize your story to make yourself likable. You could begin by talking about how you landed this job. Maybe add a bit or two about why this business appeals to you. Express how you feel about the business. If people connect with you and like you, you’ve won half your battle! Stay away from phrases that seem cliche and generic. Personalize your story, and let them know why this matters to you.