Not surprisingly, one of the main jobs of a salesman is to sell either a product or service. There are a number of ways to go about doing this, and one of the most effective, is to share a story with the potential client. To create an effective story, however, you must remember a few key items.
First, it is important that you, as the story teller, believe and is emotionally connected to your story. Remember, a client will hear the sincerity in your voice, or the lack thereof. This is where the knowledge and personal use of the service or product can be so important. By using your own experience, or that of other customers, you can easily convey a believable story that extols the virtues of your product or service.
Another thing to remember about formulating your presentation is how we, as humans, communicate. Surprisingly, when a person is talking, most people only give a fraction of their attention (7%) to the words that are being spoken. Over half (55%) is given to the various pictures and images that are created during the conversation. The remaining amount of attention is allotted to the mechanics of speaking itself, such as our mannerisms and body language.
So in other words, to be an effective sales person you must engage your potential client in such a way to make the entire story memorable. Like an artist, you need to create an emotional picture with your words and bring what you are trying to communicate to life. Don’t be a stick in the mud while talking; use your hands naturally. If you feel enthusiastic about your product or service, don’t be afraid to let those around you know. Chances are the excitement that is coming from you will encourage them to take a second look at what you have.
The art of selling isn’t really about selling at all. It is about sharing a story and bringing your potential client into the creation of the next chapter. By guiding them to a vision where their success and their satisfaction is an integral part of this story, you’ll have a great chance of convincing them of what they truly need.
Steve Jobs is a master story teller. Watch one of his keynote speeches and observe how he weaves a story throughout his entire presentation.
What are your thoughts?