EDUCATION – Storytelling
Think back to a time where you had to make a decision about purchasing a product or service. If you had several options or companies to choose from, how, in the end, did you make that decision? Most of the time it comes down to the story you’ve associated with that decision. It could have been a story about the product or service, about the business itself, or perhaps a personal story about the salesperson.
Have you ever purchased something and then gone home and want to tell someone all about it? Or have someone ask you why you made that purchase? Your need to explain the purchase means that you connected in that moment with a story and are eager to pass it on.
Most great companies and salespeople have developed stories about themselves and their services that will help them connect with their customers.
Ask for volunteers….
- WHO HERE HAS PURCHASED A HOME OR PIECE OF PROPERTY? WAS IT AN SMOOTH OR ROCKY EXPERIENCE?
- WHO HERE HAS HAD TO FILE AN INSURANCE CLAIM? WAS IT AN EASY OR DIFFICULT EXPERIENCE?
- HAVE YOU MADE A PURCHASE FROM A COMPANY YOU BELIEVE IN? HOW DID YOU FEEL ABOUT THAT DECISION BEFORE & AFTER THE SALE?
As networking partners these are the types of questions we should be asking each other when we do 1-2-1’s. Ask questions of the other person, about their experiences in your industry. Step into their shoes to get a better understanding of your industry or business from their perspective.
As business people we must develop and practice telling the stories that connect us to our customers. There is a right way and wrong way to go about this.
For example, if you are a travel agent selling a vacation package to a family, you wouldn’t spend an hour showing them pictures and videos of all the places they’ll see on the vacation. That would spoil the surprise of the experiences they would have on the trip.
You wouldn’t be interested in watching a movie if they spoil the surprise ending in the first 5 minutes. Comedians wouldn’t be funny if they told you the punchline before they set up the joke. People get more invested in stories if they can’t guess the ending.
Many people who are experts in their business have what I call the “Curse of Knowledge.” They know, through experience, what elements of their business are the most important, and they tend to lead with these points when talking about their business with potential customers. But just like a comedian spoiling a joke by revealing the punchline too soon, you are spoiling the impact your “sales story” will have on your audience.
You didn’t arrive at your specific knowledge instantly. It took time and experience to learn. If you want your customers to understand the importance of the information that you know, you have to lead them on an abbreviated journey to arrive at that knowledge or destination. Don’t rob them of the thrill of “discovering” what you want them to know and remember.
Beware of telling your “sales story” in only one way. There are many ways to arrive at the same destination, and different people will have different ways of connecting with the information you are trying to relate. Practice different ways of leading your audience to the same destination. Use your time in Noon Networkers each week practicing your “sales stories” so that when you are in front of a potential customer, it’s second nature connecting them to you and your products or services.
