Most people have had the experience
of trying to make a point to a client or prospect only to have the response be a
blank stare.
Those moments happen because you were speaking in a way the listener
could not hear or understand you.
As human beings, we best learn from
pictures and stories. Words alone tend to fall on deaf ears.
Think of California. Chances are you did not see the State name in
your head.
Instead you saw an image of the shape of California on a map or
pictured yourself on
a beach, listening to the waves lap onto the shore.
If you were explaining California to someone, you would probably
tell a story about an experience you or someone you know had there.
Maybe you would show photos.
You would tell the story or show
the picture to bring your point to life.
The same holds true for business and
sales.
When you want to drive your point home, use the tools and techniques
most human beings need to gain understanding. Use pictures and
stories to explain your point of view.
How do you get started?
Chances are you already do it. Have you ever said “picture (or
imagine) this ...” and then went on to tell a story that created a
mental picture in the mind of the listener.
Or, have you ever been to a class or seminar where the speaker used
PowerPoint slides to make her point?
Of course, we all have. The reason the slides were used (or misused)
is to provide a picture to help you remember the point being made.
The next time you’re on a sales call or
creating marketing materials, try this.
Tell stories about client successes instead of giving your standard
sales presentation. Take the prospect through the start of your
relationship all the way through the success your client had.
I did this to build business for my client Celebrity Hairstylist Johnny G., the person who makes YOU look and feel
like a star.
We did a mailing campaign to prospects around his Scottsdale
salon when it was brand new.
The mailer was a cool looking flyer
in an envelope. The only content on the flyer was testimonials from
his happy clients. There was no “sales speak” at all.
We also included a hand written post-it note, inviting people to
come in and experience Johnny’s services.
Within 2-weeks of the mailing he gained 7 to 10 new clients (at last
count) in addition to referrals from some of those people. Needless
to say, he was happy with the results.
All we did was tell stories of his
client’s experience.
Put your sales presentation into PowerPoint but don’t use words, use
pictures instead. Explain your point visually with pictures and
minimal words.
I did this for a client who does in-home sales to consumers
directly. We developed a sales presentation that was a flip chart
using pictures to drive key client benefits home.
Using this idea resulted in two of three new sales reps closing a
deal in their first couple of days; after only 3-days of training.
Prior to this the ramp up time to
first sale for new reps had been a month or longer.
The pictures helped the reps remember the presentation and increased
prospect comprehension; shortening the sale closing cycle.
Develop your storytelling skills and then put pictures to the words
and see how much easier sales and marketing becomes.
