I am often asked what separates the average salesperson from the perennial sales performer. My answer is always the same. Perennial sales performer know, understand and fully utilize their stories to engage, communicate and connect with their customers. Average salespeople do not.
Of course, this answer isn’t always easily understood at first. The surprised and sometimes skeptical expressions quickly go away, however, as I remind others not only just how often we all use stories in our personal and professional lives, but how easy sales becomes when stories are properly used and understood.
Stories, though, are not just important to sales success. Stories are the very fabric that runs through all human interactions, framing our perspective of the world we live in.
Stories uplift our spirit and stir our emotions. They awaken our soul and breathe hope into despair. Stories shape and define entire cultures. They teach and provide perspective. They build companies and grow careers. And nothing ever gets sold without a story being told.
Stories are at the core of our genetic makeup. Throughout history stories have been used to teach, entertain, honor spiritual beliefs, settle disputes, express love and they have been used to sell. Take for example the story of David and Goliath or the Boy Who Cried Wolf. They contain universal themes and messages that can be applied to any culture or situation.
According to the Kalahari Bushmen, recognized as the oldest living culture on earth, a person’s story is viewed as his most treasured resource. From our birth to our passing, stories serve as the backbone of our existence, both personally and professionally.
When it comes to selling, just as in life, everyone has a story behind what drives them. What’s your story?
Comments
I completely agree that stories are part of the sales savvy that closes most deals. People don’t buy services and products they buy people and the confidence in them to move forward.
However, I have seen people trying to retro-fit stories when speaking with clients and it seems forced and doesn’t work. Do you believe that this “story telling” is a skill that can be learned and mastered or a talent?
Hope,
I appreciate your comment. You are absolutley right when you say that “retro-fit” stories seem contrived and simply do not work. However, that is not the type of story telling that I am referring to. In my book, “What’s Your Sales Story?” I relate this story telling process to truly uncovering what drives and inspires salespeople and customers. The most successful salespeople know how to bring out the emotion in a customer that will drive their behavior towards your product or service. You can only do that if you know the true story behind a persons mindset and behaviors…not what you think but what is truly there.
For example, I walked into an office at the end of the day with one of my salesreps. The gatekeeper clearly did not want to see us as it was just about quitting time and she was ready to go home. My salesrep walked up to her, and his first words were, “Is Dr. X available?” Her response was predictable, “No, he is not. can you come back some other time?” The I stepped in and noticed that she had a photo of a young boy on her desk. I asked her if that was her son. She said yes, and that she was in a hurry because she was trying to make it to his T-ball game. She went on to say that she felt bad because she missed the last game. I said that I completely understand and talked to her about my daughter and the fact that I understand her situation because I feel terrible when I miss one of her events. Then I asked her what time did she have to leave. She said in 15 minutes. I said that I will take no more than 8 minutes of the doctors time and still give her a 7 minute cushion. She laughed and said go on back. We made our salescall and were back in front of her exactly 7 minutes later. She said thank-you because most reps simply ignore her and take up more time then they say they will. A month later, we were back in her office. I rememberd her name and we talked about her son and his latest t-ball adventures. Then she said go on back and see the doctor and take as much time as you need.
My point in telling this story is that we must remember that everyone we come accross as salespeople has a unique story and “Why” in their life…just as we do. If you can uncover what that is and relate to their story, success can be acheived.
Yes, this process can be learned and mastered…the first step is to listen to your customers stories and then relate to them.