STORYTELLING
to MAKE
CUSTOMERS BUY

A SALES COMMUNICATION LEARNING PROGRAMME AVAILABLE FACE-TO-FACE, VIRTUALLY OR AS AN E-LEARNING

Available as a consultancy service where we create your sales stories for you!

It’s not really about facts and logic. We agree with someone when we like their story better.

– Walter Fisher

 

Why do this?

Psychologists have proven that there are 2 types of advertisement in the world; those which use analytical persuasion:

  • Facts
  • Figures
  • Measurements
  • Proof

And those which use narrative persuasion:

  • Stories … about a believable character with a mission and challenges which they prospective customer can clearly imagine and empathise with.

Guess what?

Under test conditions, the storytelling adverts were proven to be 70% more persuasive than those which use analytical persuasion.

What does this tell us about the need to use stories to make customers want to buy?

If you’re not doing this, in today’s story-driven world of social media, then your competitors soon will be – and you pockets are going to be a lot lighter as a result.

Storytelling is the essential sales communication skill of the 21st Century. They are the magic ingredient required for cooking up the best sales today.

  • Your stories
  • Your company’s
  • Your colleagues’
  • Your competitors’
  • Your customers’

They add a level of authenticity, trust and memorability like nothing else to your communication.

USE THE MAGNETIC APPEAL, IMAGERY AND EMPATHY OF STORIES TO GET PAST YOUR PROSPECTIVE CUSTOMER’S DEFENCES AND DOUBTS SO THAT YOU CAN TURN THEM INTO ENTHUSIASTIC BUYERS

What are the benefits?

You will start by learning the perfect structure for an engaging, entertaining and unforgettable sales story which will change the heart and mind of your prospective customer and which they will eagerly spread to their stakeholders, peers and sector contacts.

You will learn how to empower the emotional and intellectual impact of your sales stories so that you can create a strong, empathetic bond with your prospect; build your authority, credibility and trust. Also, you will learn how to quickly modify the key elements of your sales stories so you can successfully and it with other prospects with different needs and desires.

Furthermore, you will learn to how to hunt for, spot and collect great sales stories so that you can quickly build a powerful arsenal of tales which help you to close more sales.

Call us on +44 (0) 7914 691 549 or email us at hello@elcconsultants.co.uk to talk to
a Learning Advisor about this programme

Key Content

  1. The advantages of narrative persuasion over analytical persuasion and how to trigger the most powerful persuasive effect on your prospective customers by selecting the right stories
  2. Applying the 6-step narrative framework so that you can quickly create powerful sales stories which enable understanding, simplify complexity, offer clear direction and make your customers want to buy
  3. Maximizing the emotional and intellectual engagement of your sales stories for different prospective customers to make your communication immediately relevant and persuasive
  4. Crafting authentic sales stories into an arsenal of persuasive weapons which can be used on demand to easily get past prospective customers objections, doubts and fears so that they are ready to buy
  5. Weaving empathy and imagery into your story in a way psychologically proven to maximize engagement and increases the memorability and persuasive power of your sales offer over time

This is a practical and engaging workshop backed up by robust theories from psychology and communication theory and with role-play exercises replicating the exact challenges you will face on the job.

CarKey

Master today’s most powerful, persuasive and memorable sales communication approach to change the hearts and minds of your customers and make them want to buy

I expected the EMPOWERED AUDIT REPORTS workshop to be a very dry and theoretical course with instructions on how we write reports in Vodafone.

But to tell you the truth, I came home and I said to my wife: “Susan, today I’ve had the most amazing training I’ve ever had!” – and I’ve had some great training!

The training was fantastic – the difference being that the trainer really knew how to bring the message across. The training was very interactive. It not only taught me how to write in the most efficient and professional way but also how to make a powerful connection with the reader.

All in all, we not only learnt how to write reports, but we also learnt how to communicate effectively which I think is the key. That was the real added value of this course.

Dominique Pauwels
Senior Internal Auditor
Vodafone

As a training experience, EMPOWERED FINANCIAL REPORTS took our attention from the very start – not just me, but the whole group.

People were saying: “Wow! It’s 9 o’clock on the day of the first session and we have already defined exactly what the key problem is with our report writing.”

I would definitely recommend this financial report writing training. It’s not just about the books and the materials, but it’s important to learn things that you will remember at work and know how to use.

I immediately applied what I learnt from the training into my real business life. The expertise of the trainer and how the training was delivered was the key to success here. What is delivered is important, but how it was delivered was what I would also like to recommend. In this sense, it was better than 99% of the training I have had till now.

Emre Tor
Corporate Business Account Manager
HSBC

The reason why I chose this training is because I’m writing emails every day – thousands of them! I’ve been trying to handle this volume of writing in the best way possible using some templates which I’ve created, but I wanted to gain more power and control over my word choice.

The training was long enough, and the content was very rich. Also, the Self-Study Tasks and Toolkit were all real lifesavers. I would definitely recommend TOTAL WORD POWER to everybody. After the training, I said to myself, “I wish I’d had this beforehand. So I advise all HR professionals to offer this to the employees in their companies; especially as early as possible in their careers.

What’s more, the TOTAL WORD POWER trainer, Andy Kovacs, was brilliant. He knew how to put the right focus on the training topics and how to keep attention high throughout. He gave the right amount of information, and his performance was meticulous and very impressive. It was a great experience – interesting, engaging and interactive!

Selcuk Candas
Deputy Head of Internal Audit
DenizBank

I think that the topic of report writing is absolutely crucial and, to be honest, I thought that it could not be taught. Writing skills are learnt through on-the-job experience and they are not an easy skill to acquire. EMPOWERED AUDIT REPORTS completely changed my opinion on this and now I’m spending all of my effort to use all of the writing techniques that I learnt.

How to make your sentences shorter; how to get rid of unclear sentences which can confuse the reader; eliminating jargon and terminology; and how to be more economic in the report – these were the most important report writing lessons which I learnt from the course.

But this training offered so much more than just report writing techniques. We learnt so much about the wider subject of effective communication.It’s essential to understand what your stakeholders want to see in your report and to fulfill these objectives. This is a big part of our mission and the course really helped me with this.

I loved that it was so interactive. You have theory and then you have direct participation, so we put what we had learnt straight into practice.

What I also really loved was the trainer’s exceptional presentation techniques. Just attending the training has taught me so much about how to present and how to build up my message logically and make it get through to my audience.

I immediately recommended this training to my line manager, Guido, and to our Country Head. I told them: “You must participate in this training because I’m now going to be using these great report writing techniques which you’re not even aware of.”

Zoltan Gamos
Compliance & Antibribery Manager
Vodafone, Hungary

In my job, I generally communicate with people by writing emails – and it’s really important that the information which I give is short, clear and well-explained. However, when I choose words in English, my explanations often get long.

TOTAL WORD POWER helped me to solve this. I learnt how to choose the right words – professional and sophisticated words – so my emails have become more economic and the writing process has become faster and more efficient. So I’m doing my job so much faster than before.

The delivery of TOTAL WORD POWER was very clear and detailed. Also, it was very visually engaging, so this helped to keep my interest throughout the 2 Live Learning Webinars. It was very practical and it was very interesting.

I would definitely recommend TOTAL WORD POWER to anybody who needs to write lots of emails in English in their job.

Emre Altinoglu
Customer Services Country Manager
Siemens

Bespoke communication learning programmes
to take your performance to the ultimate level

How can you join?

GroupProgramme

You can train your people in-house

... in one of our GROUP LEARNING PROGRAMMES

OpenCourse

Or you can take one of our OPEN SESSIONS in London

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You can even take a VIRTUAL PROGRAMME

... WHENEVER and WHEREVER you want to

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We even coach your TOP DOGS!

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EMPOWERING

your organisation's

COMMUNICATION

How do we work?

We have a comprehensive catalogue of bespoke learning programmes to help busy professionals master their leadership communication and technical communication. In addition, we offering fast-track options for non-native communication development for global professionals who do not speak English as their mother-tongue.

All of our programmes are supported by the latest insights from adult learner theory and the 70:20:10 model.

What is more, our programmes are delivered by expert consultants who are thought-leaders in their fields and possess a wealth of experience in both the business environment and formal learning settings.

All of which guarantees maximum ROI for your organisation.

70: 20: 10 Model

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