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If you’re a parent you use stories to bond and put your kids to sleep. If you are a seller you use stories to stand out and make your point. Stories are powerful and work well in selling. Listen to radio commercials. I heard a Nordstrom’s shoe sale commercial that sounded more like I was eavesdropping on a conversation between two friends. One raved about the great selection of sale shoes and urged her friend to come down and meet her at the store. And who doesn’t know the Airborne cold product story? The 2nd grade teacher created a product because she was sick of catching cold. These stories make us listen. They aren’t pitchy. You can use stories too. They trigger emotions, build bridges, and help your prospects make up their minds and take action. Stories can demonstrate and confirm your expertise and clarify your position and point of view. They help distinguish you from the crowed. Better still, they give the listener something they can repeat to others. A great story turns prospects and customers into PR machines. Be sure to share an interesting story so it can be retold. Stories work because stories are non-threatening. Since telling a story is just sharing yours or a customers experience they’re hard to argue about. Stories don’t bring up defenses--- they deliver a point. Best of all they entertain and educate and can drive a decision in your favor and you won’t have to rehearse—you know yours. Some Tips: 1) Make sure you have a beginning, middle and an end. Start with a promising or surprising attention getter, followed by the problem and end with a resolution. 2) Demonstrate how your product or service saved the day, made money, saved time, or made a client look good or feel good, or saved them money in your story. Step into the shoes of your customers and sense what they are thinking and feeling and deliver a story that will touch them and move them. Scientists now believe our mind processes through stories. Sprinkle them liberally to close more. www.sellitlikeawoman.com (310) 463-7815
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By Alyse Hart