Unlimited Selling Power by Donald Moine & Dr. Kenneth L. Lloyd

Author:Donald Moine & Dr. Kenneth L. Lloyd [Moine, Donald J.]
Language: eng
Format: epub
Publisher: Penguin Publishing Group
Published: 1990-02-28T16:00:00+00:00

This metaphor makes sense to many prospects. Not everyone buys, but most people are encouraged to make a decision one way or the other. The stockbroker gets more sales, and he saves time because he doesn’t have to call customers back nearly as often.

Understanding More Hidden Advantages of Stories and Metaphors

Metaphors and stories have several other advantages in salesmanship. Since stories are used naturally in everyday social interaction, people are comfortable with them. There is nothing new or mysterious about stories, and as a result, they do not make the customer suspicious. In fact, they do just the opposite—stories relax customers.

The second advantage of stories is their entertainment value. When skillfully told, stories develop good feelings in customers. Do you know a great story-teller? Isn’t he or she a joy to be around? Think of your best friends. One of the reasons you enjoy spending time with them is that they entertain you and make you feel good with the stories they tell. Stories about their day, about their work, about their weekend, their family, their hobbies.

Movies are video stories. Novels are stories. Television series and situation comedies are stories. Americans spend several billion dollars each year on movies, novels and television. When you develop the ability to tell different types of stories, you have something that people are willing to pay a lot of money for!

We have found that one of the most popular aspects of our sales training programs are the stories we tell. Some corporations have used our services for many years. When we come back to do a “repeat performance,” people in the audience will come up to us and say, “I remember that story you told 3 years ago. Whenever I am down, I think of that story and it gives me the inspiration to push on.” We’ve even had some executives hire us to do keynot presentations and seminars based on a “story” they heard from another client. These stories are usually about how much more their salespeople can sell now that they have learned our modern persuasion techniques.

An executive called us recently to schedule a seminar for 18 months in the future. This is a very special seminar that will be held in Bali. He had heard from a competitor that our sales training was very powerful and that we were booked up for many, many months. This truthful story which one of his competitors told, encouraged him to call us immediately and then to send us a retainer check to reserve our time.

We were hired to do a nationwide training for a major annuities company in 1989. We were describing in detail to the senior sales executive how we would do a needs assessment, customize the program, do follow-up to guarantee an increase in sales, etc. when he interrupted us. “I’ve heard about your great stories,” he said. “Use some of those same stories you used with _____ company.” He didn’t need to hear the rest of our proposal. He trusted us. He trusted our credentials and the research we had conducted.

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