Episode 326: Caryn Kopp

People are more likely to listen and emotionally connect to a story versus facts. That’s why when you have a chance to tell a story, you’re more likely to make that emotional connection. It’s even better when they can see themselves in the story. But how do you tell stories that land? According to Caryn Kopp, it’s all about using the right words.

Outline of This Episode

• [0:59] Why is storytelling an important skill to possess in sales
• [2:03] Can you become a gifted storyteller?
• [3:17] The ingredients of a great story that sells
• [6:32] The characteristics of a good storyteller
• [8:11] Resources to improve your storytelling abilities
• [9:35] Caryn’s top three storytelling dos and don’ts
• [12:09] How the right words are influential

Can you become a gifted storyteller?

Caryn’s company is built of senior business developers—that they call door openers—representing their clients and landing them meetings. Caryn is constantly asked if she can train sales teams to be better. The short answer is yes.

However, she can’t train them to be someone who loves what they’re doing. Some people just have it in their DNA. Some people have the gift for storytelling and others can improve if they learn how to structure a story to make emotional connections.

The right words are key to a great story that sells

Caryn believes that there are three things you need to focus on when you’re telling stories:

• Start with the end in mind: What is it that you’re trying to accomplish through your story? Are you trying to get a meeting? Are you asking to close? Are you trying to nurture the relationship? What words, concepts, and themes will make the most impact where you are in the relationship with the prospect?
• Speak to the person—not the persona: People get caught up in the persona. But it lacks flesh, blood, and feelings. If you’re speaking to someone, you’ve likely researched who they are. You know their background and challenges so you can make your storytelling connect.
• Every word matters: Caryn’s philosophy is that the person with the best words wins. That doesn’t mean the best product or service always wins. When you prepare your story, make sure each word will work as hard for you as it can.

Instead of saying, “I’m going to show you how this works,” say, “I’m going to prove how this works.” Replace words that help your story land with more impact.

The characteristics of a good storyteller

Caryn believes that a seller needs to truly care about the person with whom they’re speaking and that they want to make their life better. They can make an emotional connection using words that communicate those ideas. Lastly, a great seller is present. You can make adjustments to your story in real-time as people react. How are they breathing? Should you stop and ask a question?

What are Caryn’s top three storytelling dos and don’ts? Listen to find out!

The right words are influential

A prospect was considering Caryn’s door opener service because she needed to grow her organization’s sales. They were great at closing sales but didn’t have time to get the opportunities.

Caryn was sitting outside Starbucks, waiting to get a latte when she got on the phone with her prospect. The prospect understood the service offering. She thought it was a perfect fit. Then she said “however.” She said they had several investments coming up and had to prioritize them first and revisit Caryn’s service at a later time.

But Caryn was prepared. She could have just said, “Let’s just connect in a couple of months.” Instead, she said, “In our previous conversations you told me that getting more opportunities and closing more sales is one of your highest priorities, especially to show your investors that you are able to do this.” She asked one last question, “If we don’t proceed together, how will you accomplish your goals?”

Then she waited. Caryn’s prospect said, “You’re right. If we don’t move forward now, we can’t reach our goals. Let’s get started.”

What can you learn from Caryn’s story? She shares how her framework helped lead her prospect to the sale in this episode. Don’t miss it!

Resources & People Mentioned

• Patricia Fripp
• The Kopp GAP Method of Sales Messaging®

Connect with Caryn Kopp

• Connect on LinkedIn
• Follow on Twitter

Connect With Paul Watts

• LinkedIn
• Twitter

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Learn More About Caryn Kopp

Are there any books on or including Storytelling that you recommend? Start with Why – Simon Sinek

In the field of Business Story Telling – Who do you most admire and why? Patricia Fripp – she has the structure and the gift of teaching it!

Are there any aspects of your own Story Telling skills that you are working on improving at the moment? Using fewer words to communicate powerful messages.

Hobbies, Interests? Beach and warm weather sports!

How can our listeners contact with you? www.koppconsultingusa.com