By using relevant stories that anchor the point you’re trying to make when selling, you are using the most ancient, timeless and effective way of transmitting information.

Storytelling is having a major revival in sales. Why? It works. I feel somewhat foolish writing about sales tips that are 20,000 years old. The first cave dweller who tried to barter a fur probably told a story of how warm it kept him or her at night.

But Telling Stories Isn’t Professional
Really? Ever heard of Zig Ziglar or Tony Robbins? They litter their presentations with one story after another. They interweave their stories so seamlessly that we aren’t even aware they’re using them.

Go back 2,000 years. We can find a multitude of stories in the Bible that Jesus used to help his audiences understand his teachings. These ancient stories are still being used in 2009 to teach basic sales principles and sales skills.

Guidelines For Using Stories In Sales
Before I give you a real-world example of using storytelling in sales, let me provide a few key points on how to do it.

• Make them personal. Don’t tell someone else’s story; use something that happened to you. This is very critical.

• Make them relevant. We all like a good story, but ensure that you use one to reinforce your selling goal.

• Make them short. Ever heard a joke that was too long for the punch line? If we’re not careful, we can do the same when using stories in sales.

• Dive in. Never start out by saying, “Let me tell you a story.” Just jump into the story.

Our DNA is hard wired to hear and understand a story. That’s why this works so well. The customer will instinctively understand and be interested in your story.

Real-World Example – A Sales Professional Makes A Sale To Dr. Defpotec By Telling A Story
Zack (not his real name) was an experienced sales professional who knew the power of a story. He sold ophthalmic (eye stuff) instruments to ophthalmologists (eye doctors). One of his big sellers was an electronic eye test chart that is used to check a patient’s vision (e.g. 20/20, 20/30, etc.).

Zack’s eye test instrument would change the letters for each test which dramatically improved the validity and accuracy of the testing (i.e. no one could cheat). Zack had been calling on Dr. Patterson (not his real name) who insisted on continuing to use his old cardboard eye chart. One that never changed. He wasn’t interested in Zack’s instrument.

To be honest, Dr. Patterson wasn’t particularly concerned about the precision of his patients’ eye tests either. However, Zack was about to open Dr. Patterson’s eyes. He was going to do so by simply telling him the following short story about another ophthalmologist in town.

“Dr. Zine (not his real name) primarily performs flight physicals for airline pilots. Airline pilots must have 20/20 vision (corrected) in order to keep their jobs. Clearly, it is in their best interest to pass the eye test.

“Since Dr. Zine never changed his eye chart, it didn’t take long for his pilot patients to figure out that the 20/20 line was always the letters D E F P O T E C. By memorizing the word ‘defpotec,’ they had a guarantee of forever testing positive for 20/20 vision. Over time, Dr. Zine became known in the pilot community as simply ‘Dr. Defpotec.’

“‘Sorry, can’t have lunch with you today Ted, got my semi-annual flight physical with Doc Defpotec at noon.’”

Zack Connects The Dots
Zack then proceeded to challenge Dr. Patterson, “If Dr. Zine has patients doing this to him, you can be assured it’s happening to you. In Dr. Zine’s case, he is potentially allowing airline pilots to fly who don’t meet the vision requirements as set forth by the FAA.

“Who can know all the consequences and liabilities when people are able to cheat on an eye test? My product can keep that from happening in your practice.”

Not only did Zack’s story demonstrate why Dr. Patterson should buy his product from the perspective of validity and accuracy of testing (i.e. need), but it also provided an opportunity for Dr. Patterson to avoid any questions about his professional credibility (i.e. pain avoidance). This is a powerful story. This is a compelling technique.

Zack sold his type of eye testing equipment to Dr. Patterson that day.

Sales Blog Epilogue
The next time you see an airline pilot squinting in the cockpit, blame “Dr. Defpotec.”

©2009 Scott R. Sheaffer

Related posts:

1. Story Telling Is A Powerful Sales Tool
2. The Myth of Body Language in Communication
3. The Power Of Positive Speaking Isn’t Always So Positive

Tags: language, skills, speaking

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