Wanting to hear a story is a basic request of kids everywhere, and story time can be their favorite time of the day. But are stories just for kids? Obviously, no. Stories can also be more than entertainment. Understanding the brain science behind stories offers salespeople a powerful tool to improve their sales conversations.   

The desire to hear a story and the draw to this type of communication has been scientifically documented. Paul Zak, director of the Center for Neuroeconomic Studies researched specifically how people respond to stories. He discovered that even the simplest storyline could provide a powerful empathetic response by triggering the release of cortisol and oxytocin neurochemicals in the brain. These are the feel-good chemicals that keep us coming back for more and promotes connections and relationships.  

Through a series of experiments, Zak found that the best ways for creating empathetic responses were with stories that contained key elements, especially a climax and a resolution. Stories also needed a clearly defined beginning, middle, and end or they did not engage our brains in the same way.

Keep in mind that the human brain feels first and thinks later. Sales professionals who are adept at finding and establishing emotional connections in their potential prospects will continue to build trust, strengthen relationships, and make more sales.  

Before simply blurting out a story, remember that good stories are carefully crafted. Take the time to understand the buyer’s situation so you can have an emotional context for your sales conversations and present the right story. Ask questions and listen for their true pain point.

Five Power Questions:

1. Can you tell me more about the challenge you are having? Can you be more specific?

2. How does this problem compare? Is it one of your top challenges?

3. Is this challenge known by others in your company?

4. How is this affecting your group? And you personally?

5. What happens if you do nothing?  

Once you have some insights, you’ll know what story to tell as part of your conversation. Scientifically, it is a proven way to connect and communicate, since having an emotional response is memorable and will light up neuron pathways in the brain. When you have an understanding of your customers’ real needs and wants, what makes them happy and sad, and what emotions drive them to action, you’ll know how to relate to them.

Find your story. And, most likely, you’ll find several stories and slightly different versions depending on who you are talking with. Connect the stories to your product or service and make it personal. And get ready for a profitable ending!

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Chanin Ballance is CEO of Veelo, an award winning cloud based sales performance platform. Chanin is a frequent speaker on the topics of learning and retention, brain science, mobile engagement, and sales enablement solutions. Connect on LinkedIn of Twitter.