How Story Getters Sell More Featuring Ryan Taft

On this must-listen episode of the Sales Gravy Podcast, Jeb Blount sits down with Ryan Taft. Ryan is the author of  the hit new sales book Story Getter.

Jeb and Ryan explore how buying is an emotional experience and sales pros that ask questions that get the story “why” behind the buyer’s “what” sell more. They dive into how curiosity and empathy are pivotal for transforming your sales approach.

Curiosity Is the Fuel of Story Getters

Top sales professionals understanding the human element. They have mastered the subtle art of connecting with people and leverage natural curiosity to get people to open up and share their stories.

Curiosity is the unsung hero in the sales process. It’s about getting below the surface. This isn’t about interrogating; it’s about engaging in a conversation that uncovers deeper needs and desires. When a salesperson is genuinely curious, they ask questions that go beyond the standard script. It’s about understanding the customer’s journey, their challenges, and what they truly value.

Story Getters understand that curiosity is a gateway to understanding their business needs, challenges, and even apprehensions. It’s a step towards a solution that’s not just a product but a tailored answer to their unique problem.

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Empathy is More Than Just a Buzzword

Empathy in sales is about connecting on a human level. It’s about seeing the world from the customer’s perspective, feeling what they feel. This emotional intelligence allows salespeople to build a rapport that goes beyond the transactional. When customers feel understood, they are more open to listening and engaging.

Consider a situation where a customer is afraid of making a decision. An empathetic response involves recognizing their fear, validating their feelings, and then collaboratively finding a way to move forward. This approach not only addresses the immediate concern but also strengthens the long-term relationship.

The Art of Balancing Curiosity and Empathy

Mastering the balance between curiosity and empathy is crucial. It’s about asking the right questions and then genuinely listening to the answers. This balance creates a dialogue where the customer feels valued, understood, and want to share their story.

For instance, a salesperson might ask, “How does this challenge affect you personally?” This question shows that you’re not just interested in selling a product but are invested in understanding their feeling. Listening actively to their response, and showing understanding, builds a deeper emotional connection.

Implementing Curiosity and Empathy in Your Sales Strategy

Integrating Story Getting into your sales strategy involves a shift in mindset. It’s about moving from a selling mindset to a helping mindset. Adopting a curious and empathetic approach to sales conversations along with more effective questions, will give you a clear competitive edge.

Furthermore, this approach can lead to better problem-solving. Understanding the customer’s needs and challenges, through their stories, allows for more tailored solutions, enhancing customer satisfaction and loyalty.

Remember, people don’t just buy products or services; they buy experiences and relationships. By putting the human back into sales, we can redefine success in this ever-evolving field.

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