ONCE UPON A SALE

I took some liberties with the title of today’s post. However I think you can remember when just about every story we were told started with Once Upon A Time. Wouldn’t it be nice if we could go out into the sales field and start each sale with the same line?

Story telling in sales is a great way to deliver a memorable presentation. We have all heard sales presentations that were less than memorable, what made them that way? Usually it is because as reps we sometimes get caught up in the facts and figures of our product or service rather than the solutions our product and services deliver. By telling a story that sets things in a surrounding the customer is used to, is based on a situation the customer has experienced and offers solutions that will help the customer you can give a great sales presentation.

About 5 months ago I met a guy here in Atlanta that handed me his business card and under his name where most people have their titles, he had, “CORPORATE STORY TELLER” I was so jealous! Why didn’t I think of that? It was catchy and something that would be remembered by anyone who reads it. Maybe you should all stat to call yourselves Sales Story Tellers rather than Sales Reps. Imagine the look on your customers faces when they read your new business card and see that as your title.

I have talked about this concept before to people and have some say to me that it wouldn’t work for them because they couldn’t tell a story very well. I understand what these people mean, I have heard some people try and tell stories and to be honest, not everyone can pull it off. However, a SALES STORY is different. It isn’t being told to strictly entertain. It also is being told to an audience (even one person is an audience) that will be able to relate to the story and put themselves, via their experiences, into the story.

For this reason alone I believe any sales rep can tell a good story. If the customer you are telling the story to is an existing customer, they are already used to the way you speak and the story will be very natural for them to listen to.

You need to develop your stories to assure that they follow a good logical progression, are pertinent to the product or service and the way the customer will perceive the story, and finally contain the 3 pieces of good selling stories, 1) Surroundings, 2) Situation, and 3) Solution.

A few more tips to a good selling story;

1)      Don’t get technical – remember that this is one of the big reasons you are telling a stoy to begin with

2)      Tie it as closely as you can to the customers type of business – if the customer can’t relate the story to what they do it will not have the impact or make the impression you are looking for

3)      Instead of a moral, you need to show them a solution – the story has got to give them answers to their problems

4)      The HERO of the story should be the customer NOT you – the customer needs to see how the product or service will help them become better not help you become rich!

5)      A LITTLE humor goes a long way – if the customer smiles they are engaged. If you are usually not a funny person, the story is a great way to practice your comedy routines.

6)      KISS – KEEP IT SHORT AND SIMPLE -  this is a story not a novel. 2 to 3 minutes is long enough to make your point.

7)      After you tell the story refer back to it in your conversation – if you told a good story the customer will be able to make the connection when you refer back to what you said to close the sale.

8)      Bring it home to the customer – using phrases in the story that will relate directly to what your customer does makes it personal

9)      Use names of your customers employees or co workers – if you can say this is what JOE does or exactly like MARY’s job, the customer will have a clear mental picture of what you are trying to describe

10)   ENJOY YOURSELF – just like when you were a child, story time is a fun time. You and your customer should enjoy themselves.

If you start telling stories to help make sales it will be a new and refreshing method you and your customers will benefit from.

One word of caution, DON’T ASK YOUR CUSTOMER TO SIT ON YOUR LAP,  and DON’T OFFER TO TUCK THEM IN!

Lorin