Republican or Democrat, if you were watching the Democratic convention, you saw how telling stories engages, elicits emotion, and underscores the issues they are illustrating. Zooming to millions in politics or selling to one person in business, stories sell. It doesn’t matter how complex or how simple your business is, you will benefit from becoming a “story seller.” Some examples…
It’s a Left Brain/Right Brain Thing
It is often said that emotion (right brain) is stronger than logic (left brain). How often have you started out with a list of logical criteria when you had to buy something big like a car or a computer or something small like a bottle of wine or work-out clothes and, because your emotions
kicked in, you wound up with something different (and frequently more expensive) because it had such a “fabulous view” or “looked so good” or was so “cool” or “made you feel so attractive”?
The left and right lobes of the brain are connected by a membrane so both sides are involved in our decisions. However, emotion trumps logic more often than we rational beings like to think!
The best sellers understand that decision-making dynamic of the brain and they reinforce true but dry, facts and features with stories. They become “story sellers.” For example…
In-Person or in a Zoom Meeting
- A financial advisor rolling out charts to show the advantage of investing over the long-term can share what that means in terms of the kind of life that will mean for his clients and children, helping them to literally “see” and “experience” the wisdom of his advice.
- A florist professing her outstanding customer service can tell the story of a customer who bought a dozen roses on a Monday and called on Tuesday insisting they be replaced because the flowers had died overnight. When the florist arrived, she saw that the roses had been placed in a vase on top of a hot radiator, which was the cause of their demise, but — service first — she replaced the roses anyway to the client’s satisfaction (and also suggested she place the vase of flowers on a table).
- A consultant promising to help implement change strategies that will increase a client’s business between 10 and 15 percent can translate that increase into something emotional for the client by telling a similar story of success he accomplished with another client in a similar industry.
Tip
Consider posting videos on your website landing page of clients telling their stories of how you helped them. Grab attention and emotion immediately for what you offer.
Designer, Trainer, Techie, Other
No matter your profession, using real stories from real people brings life, emotion, and impact to your facts, claims, and assertions making it much easier for clients to decide in your favor.
Anne Miller
Words Matter! – Make What You Say Pay!
Get Convenient Online Coaching With Me to…
- Close business faster
- Improve the Persuasion Power of Your Presentations
- Check out the strength of your current selling skills
Reserve your date today: amiller@annemiller.com 212 876 1875
“Anne is a great resource and talented coach. Working with Anne remotely made the session extremely easy and convenient. Anne set up video chatting for our session and accommodated our different time zones. After my first session I was able to apply the practical techniques Anne provided and see immediate results. Anne is passionate about sharing her expertise and is genuinely interested in helping her clients succeed.” Director, Strategic Partnerships, American Cancer Society
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