How to Use Your Story to Drive Sales

The following guest column by business coach Meredith Hill is the latest in a series on how to make more money selling travel.

Ninety percent of the travel advisors I meet don’t share their stories – even though their stories are critical to successful sales. What story? YOUR story. The story of why you do what you do.

Here’s an example from my life.

Discovering a passion
I’m passionate about Africa, but I didn’t always feel this way. Before my first trip to Africa – which was not by choice – I mistakenly thought Africa was dusty, dangerous, dark and a less-than-desirable travel destination. Africa was not on my radar screen. I thought there was no way Africa could meet my travel-snob standards.

At the time I was living in London, dating my now-husband, who is from Zimbabwe. His sister, who was engaged to be married, invited me to her wedding, and that’s when I took my first trip to Africa.

As you may have guessed, Africa ended up being everything I thought it wasn’t. I was dumbfounded by its beauty, by the wildlife, the people, and by the high levels of service and sophistication in the hotels, resorts and restaurants.

I returned from that trip a total convert, ready to share this “secret” with everyone I knew. And the seed was planted for Hills of Africa Travel.

Why this story matters
Why is this story important? I have worked with so many clients who were similar to me before my first trip to Africa. They often share the same misunderstandings about Africa. Quite frankly, they are afraid to travel there.

So when I tell them my story, they can relate. And, knowing I have the same travel standards as they do, they become much more open to the concept of traveling there. Sharing my story has opened the door to sales.

What’s your story? Are you telling a story that’s opening the door for your sales?

Create your story
If you haven’t yet created your own compelling story, here’s a helpful structure that contains the elements of a good story.

1.    Before. There must be a before part of your story.

2.    Conflict or turning point. My conflict was that I didn’t want to travel to Africa, but I had to. What’s yours?

3.    Discovery. My discovery was that Africa was everything I thought it wasn’t – in a good way. I knew lots of other Americans also misunderstood Africa as a travel destination, and I felt like I had just discovered the best kept secret in travel.

4.    Result. The result was I had the best vacation of my life.

5.    Sense of purpose. This is where you want to share your experience. I felt like it was my mission to share Africa with others, because people were getting the wrong message from other sources, like the media.

Getting it right
I have a client who thought she was sharing her story, but actually she was leaving out important details, like her experience beating a deathly illness.

Recently she told her entire sales story – including the parts she had been skipping. It was the first time she had ever done so, and it resulted in four new inquiries for the exact travel product she wants to sell.

Map your story
If you are not currently telling your core sales story to everyone you meet, it’s time to start. Dig deep and put together a core sales story that sells.

Why? Because it makes you real to your potential clients.

People want to do business with people whom they know, like and trust. When you share something vulnerable about yourself, they instantly like you.

So get your core sales story mapped out and try it out on your next potential client.

Meredith Hill is founder and CEO of the Global Institute for Travel Entrepreneurs (GIFTE). GIFTE helps travel professionals monetize their passion for travel so they can go from surviving to thriving.