Today’s article is about how you show the advantages of your product or service on a day-to-day basis.
Whether it’s a pitch, a promotional brochure, or even a 1-to-1 sales meeting, the question is: how do you get this across to your customers?
In most sales processes I have been, and they have been many so far, one of the main mistakes I encounter is how salespeople or companies show their products.
Often we are talking about a bland presentation that takes a long time to answer the magic question of sales.
Do you want to know what that is?
“What do I (the customer) get from this?”
Ok, I know some of you are thinking: hum, the magic question nowadays is:
“How much is that going to cost me?”
It’s a question that is always present in the sale, but let’s face it, was it not already there before the crisis?
Of course, it was!
Well, regarding cookies and milk (storytelling), that has to do with the ability of the company or the salesperson to use a story that places the customer as the main actor in the process.
Do you remember the time when your Mother or Father used to tell you a story?
What happened back then?
You would probably switch off, eat some cookies and drink some milk, and you would be lost in the story as you ate and drank.
Have you ever been with someone who is a great storyteller? I mean, that excels at telling stories?
Moreover, I mean telling stories in a good way!!
What happens usually?
Of course, you switch off and get completely entangled in the story they’re telling you.
In terms of influence, one of the main techniques is to build a story based on what we call automatic processes. That is, the involuntary responses of the human being, which are sometimes worked on and reinforced automatically by society.
Do you want an example?
Why is it that when someone smiles at you, you smile back?
You may think it’s because you’re polite, that’s fine, that’s a fact too, but one could also explore the reason why you’re polite.
If one continues to explore this line of thought, one will probably come to behaviour or reaction that has been learned and reinforced by society or the people around us.
The same happens with stories; they are, in fact, a pillar of extraordinary influence to use in selling.
Whether it’s a presentation you’re preparing, whether it’s a sales pitch or even a brochure, try to create it based on a story.
You will see that the effectiveness in the communication of the idea or commercial value in question will increase.
This week, stop for a while and think:
“Storytelling: Am I really giving cookies and milk to my customers?”