“Connecting: The Power of a Good Story”

by jpmarrs · Comments

“The Sales Moment; Issue #120″

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

To Download Right Click and Select “Save As”

Features and benefits are essential to your product or service, but we can’t forget that people are doing the buying, and those people love a great story; especially one they can relate to and retell.

Steve Jobs said, “Story is job one.”

Andy Andrews read biographies that led to The Seven Decisions and his best selling book The Traveler’s Gift. He is a master storyteller and the power of these stories helped Andy connect with his audience and sell hundreds of thousands of books and build a worldwide platform.

I recently read a blog from Kimanzi Constable explaining the struggles he experienced selling his first two e-books. I asked him to elaborate and he responded, “I would tell people why they NEEDED the books and how they’ll benefit their lives, no one would listen. I even had close friends that stop being friends with me on Facebook because of the spamming.”

“I figured out the best way to connect with people is through my story, so instead of posting the links and sharing the benefits, I started sharing something specific from my story. People clicked because they can relate to the things I did and was going through. They just didn’t want to be preached at.”

Kimanzi stopped spamming and started connecting and went on to sell over thirty-thousand books and is becoming a sought after speaker around the world.

Ask yourself, am I pushing or pulling people? Anytime you take short cuts and try to close the deal without leading people through the proper steps of a sales process, people feel pushed and they will resist.

Take the time to connect by telling a good story. Listen closely to theirs. When they know you better, they may like you and trust you. Then you will have earned the right to ask for their business.

Have a good week!

Pierce

Tagged as: andy andrews, business, Closing, coaching, customer service, customer service sales, Kimanzi Constable, listening, Sales, Sales Coach, Sales Training, selling, serving, steve jobs, story, success

  • Thanks for this post, Pierce.  I am a recovering old school marketer.  The more I hear about the successes of new school sales methods of authentic connection and generosity, the more I know my mindset will change and my business will succeed.

    I love Kimanzi's story, and I am grateful you connected with him to share it with us.

  • piercemarrs

    Henry, thanks for your feedback and your kind words. I like to do what works and the Golden Rule never goes out of style.
    Pierce

  • Great post!  I'm am absolutely guilty of the initial strategy used by Mr. Constable - explaining benefits/needs.  I'll need to reflect on this material and alter the way I pursue my clients.  Thanks so much, and be well! 

  • piercemarrs

    Mark,

    I can appreciate what you are saying. It sometimes helps to get another perspective. I commend you for looking for new ways to approach your business and sales. Sometimes we associate the sales process the way our personality is wired. In your case, you may enjoy a lot of details when someone is selling you. That is fine as long as remember we are all different and we should build trust and rapport first and then we will tell us what is important to them.

    Thanks for your feedback!

    Pierce

blog comments powered by Disqus

Previous post:

Next post: