What Great Salespeople Do by Michael Bosworth & Ben Zoldan

Author:Michael Bosworth & Ben Zoldan
Language: eng
Format: epub
Publisher: McGraw-Hill Education
Published: 2012-09-04T04:00:00+00:00

Figure 7.2 Adam’s Storyboard

Chances are, when Adam told his story, he used the words at the bottom of each card to describe the emotion he was feeling at each point in the story: “Back then I had a lot of determination and confidence. I felt like I could do it all. . . . When I wasn’t able to integrate the systems, frustration set in. . . . After my CIO called me out, I was full of shame. . . . I learned my lesson after the fact, and I was eager to try again.”

But Adam didn’t have to use the words. In fact, he could have told the story without using the actual words at all, and if he told it well, emoting fully, the buyer still would have known exactly how he felt throughout the story.

When you tell your stories, be sure to “check in” with your emotion words. Doing so will help you avoid monotone or tone-deaf storytelling. Just seeing the words on paper (or thinking about them when you’re telling a story from memory) will trigger cognitive transmissions that activate the right brain. Since the right brain is kinesthetically connected to the rest of the body, those transmissions will make it easier for you to emote. It’s that simple: by being aware of and attuned to the emotions, you can communicate them more fully. Your tone of voice, speech rhythms, facial expressions, and body language will reflect the emotion you’re recalling. This is storytelling from the inside out, starting with the emotion, not the words. It is a natural, intrinsic process. You might even try acting out parts of your story. Jump in and relive particularly vivid moments. The listener will jump in with you.

Exercise

The next time someone asks how you’re doing, say, “Fine, thanks,” but send a different message with your tone of voice, facial expression, or body language. Observe how the person responds to you. Which is more convincing to him or her, your words or your other cues?

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