Selling By Stories People Remember
Satisfy the unconscious mind in your prospects and customers by selling through stories rather than features and benefits
Mark Satterfield once said, “Tell stories that people remember” and never a truer word has been spoken in the world of effective sales.
The essence of the message is that as human beings we aren’t really interested in facts and figures but rather the ‘what’s in it for me’. So the next time you are in a sales situation remember:
We offer short, focused, strategic, high-value interventions
1. People buy people, not products or services – if they like you then you will make the sale, if they don’t then no matter how good your offer, they will go elsewhere
2. Customers make their decision before they realise it – sales decisions are made in customers’ unconscious minds 5 seconds before their conscious mind kicks in and starts talking facts and figures
3. The best way to tap into the unconscious mind is to engage people with a story – “Before we start, let me tell you what happened to me…” is the ideal way to tap into the unconscious natural curiousity that we all have whether we like it or not
4. You don’t have to be a natural storyteller – we are not talking the funniest, scariest or most shocking story telling here, just simply a personal case study or great testimonial story from a client
5 The close is crucial – “So what do you think?” sounds too soft when you read this with your conscious mind but to your unconscious mind at the end of the story the customer will surely want such a great experience and benefits themselves
Telling stories that people remember is a fascinating approach to effective selling and the building of loyal and trusted business partnerships. Try our in-house advanced sales courses for more information.