People remember stories, NAHU speaker says

AUSTIN, Texas - Incorporating storytelling into your sales presentation is the way “to let people know who you really are,” Dan Clark told members of the National Association of Health Underwriters at their annual convention Sunday.

Clark is a nationally known public speaker and author of The Art of Significant Leadership. He discussed the power of storytelling during the NAHU convention.

Storytelling allows you to “connect, to draw on emotions and let people know who you really are,” Clark said. “It allows you to communicate and talk in the language of the heart. The ‘how’ and the ‘why’ connected to the ‘what’ invites others to connect with us.”

Clark described the three sides of what he calls the “speaker’s triangle,” which he said answers the listener’s three most frequently asked questions:

1. Why should I listen to you? This is the credibility piece of the presentation, Clark said. In order to answer the question, the speaker should find out more information about the prospect before the meeting takes place.
2. Can I do this with my strengths and weaknesses? This is the possibility piece of the presentation. “What makes someone choose to do business with you?” he asked. “In the sales professions, it’s visibility, visibility, visibility.”
3. How do I do it? This is the point in the presentation where you give the listeners the details and the guidance to help them get from where they are to where they want to be.

 

Clark also presented what he called “the eight elements to crafting a speech listeners love.”

1. Outside introduction – Why should I listen to you?
2. Inside introduction – This begins when you walk on stage. How do you want to be perceived?
3. The thesis – It’s the 90-second elevator pitch that tells people what you do.
4. The structure – Connect the facts and figures with the story.
5. Social proof – This is the point at which you tell the story.
6. The visual aid – Never use more than 12 slides in a 60-minute presentation.
7. Research data – Provide information.
8. Call to action – Give people a reason to take action.

 

Susan Rupe is managing editor for InsuranceNewsNet. She formerly served as communications director for an insurance agents' association and was an award-winning newspaper reporter and editor. Contact her at [email protected]. Follow her on Twitter @INNsusan.

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