Logo
LOUERN - 4E Business Builder
 
4_eggs.jpg

4E - Business Builder

Four golden eggs to build
your business

Main Menu
Home
Louern Newsletters
Discussion Area
Survey Overview
Who We Are
Overview
What We Do
4E Business Builder
Resources
Overview
User Login
Username

Password

Remember me
?
No account yet?
War Stories Print E-mail

"War Stories" that help sell.

This is one in a series of articles on approaches to enhancing sales performance. The articles include presentation skills, cold calling, closing, questioning skills, territory management, progressing the sales and many others.

Here are some examples and approaches to using your stories to help you sell. If you would like to post comments on this article or share your stories follow this link

"Horror Stories" With Others.

Your goal as a salesperson is to get your prospects to buy. And fear is a powerful motivator. One way is to tell stories where someone else experiences the danger. Customers will put themselves in the story so you won’t have to.

“I know of family that lost their house due to an electrical fault, and the insurance company wouldn't pay because the wiring in the house was older than 1950.”

Self-Deprecating Stories and Humour.

People take a liking to those who can poke fun at themselves and admit their shortcomings, mistakes, and problems.. Plus it helps to drive home memorable points. I often mention the fact that I’m “mechanically challenged” when describing my handyman aptitude. Consider this example:

“I’m so bad when it comes to handyman stuff that once I couldn't assemble an Ikea wall unit, but even I was able to connect everything right first time when I got the computer”

Use Similar-Situation Examples.

Think about the effect this has on you when I say, “I saw someone who looked and sounded just like you, and they . . .” You were probably curious and interested, right? You can do the same with your products/services and prospects/customers.

“I was talking to another retailer last week who told me he was experiencing exactly the same thing with his displays. Let me tell you what he did ."

Put Them in The Story.

Help them visualize owning or using your product or service, or experiencing the problem you can solve:

“Let’s assume you did get the cheaper drill. It’s six months from now and you are still improving that old house of yours. You are just about to drill new holes so you can hang your new front door and it is getting close to 6:00pm. The drill burns out and you are stuck with no way to lock you door . . .”

Listeners tend to apply stories to their own lives, which helps them gain a firmer grasp of the message. You can make a suggestion in a story (or have a person in the story make the implication) that you wouldn’t dare attempt yourself. Stories also tend to relax people. They don’t feel like they’re being pressured or pitched when you employ a story or anecdote.

What's next?

As salespeople, we can present the boring features and benefits. Or, we can arouse, electrify, and sometimes poke at tender emotions with stories, metaphors, and analogies.

Create some of your own sales stories. Come up with at least two brief stories that relate to your products, your prospects and customers, and you. They don't need to be long, and shouldn't be. I'll be happy to comment on any you create.

Last Updated ( Thursday, 28 July 2005 )
Additional Resources

"How to overcome any objection a client could possibly throw at you!" Click Here!


"A proven writing system that slashes the time you spend writing reports - 100% guaranteed results or you pay nothing" Click Here!


"I Just Wanted to Survive My Speech. Instead I Got a Standing Ovation!" Great public speaking course - Click Here!


Proposal Manager Toolkit

The logs, forms, checklists, and templates you need to succeed as a Proposal Manager. You also receive the spreadsheets converted into Microsoft Word format and a free Microsoft Word Project Plan (27 pages). - Click Here!


PRICING STRATEGY SUCCESS for SMALL BUSINESS OWNERS: The secrets of making customers HAPPY to pay HIGHER prices - Click Here!


Pricing isn't all logic. Discover the hidden pricing tactics you can use to increase profits! - Click Here!


Learn how to Start a Profitable Consulting Business Today. - Click Here!


Comprehensive business letter-writing how to style manual, with over 100 real-life downloadable business letter templates.- Click Here!


Manuals on how to sell technical products and services, find new clients or hire an effective technical salesperson. - Click Here!


Supercharge your earnings with the phenomenal techniques from the acclaimed Direct Selling Masterclass Sales programmes. - Click Here!

4E Newsletter
Monthly tips for
  * more prospects
  * more inquiries
  * better conversion
  * more repeat business
using the 4E System
Signup here
We will NEVER
 violate your privacy
 Free eBook when you subscribe
7 Website Errors
7 Fatal Website Errors