Perhaps you have some stories that you always share - to make a point, lower resistance, show a different perspective, break up a technical presentation, provide examples, or explain what you do. If you have your salespeople consistently using stories this way, you are right on the mark.
Perhaps you never use stories. If your salespeople aren't utilizing stories, they are probably less effective than they could be.
Perhaps you tell so many stories that you have numbers for them! Stop it!
Regardless of the group you fall into, there is a time and a place for a story. I use them whenever I encounter one of the scenarios in my first sentence - they are very powerful.
Twice, prior to today, I mentioned the enormous Top Sales World Sales and Marketing Summit taking place this week. 35 Professional Presenters, only $5 per session, proceeds to benefit the Red Cross effort in Japan, a great cause and an unbelievable value for sales and sales management professionals.
Jonathan Farrington is the CEO of Top Sales World and the man behind Top Sales World's Mission. He recently posted this story and used it to effectively promote the event. The story is a must read. The event is a must attend. My presentation, How to Shape Your Environment, is for Sales Leaders and begins tomorrow, May 11, at 12 PM ET., and runs for 30 minutes. You can register here.