What is the one thing that almost universally people will take the time to listen to? It is an interesting story. Have you ever met an individual who always has a crowd of people around them and the crowd it all listening to that person speak? That individual is an accomplished ‘story teller’. People don’t want to hear others talk about themselves unless they are telling a compelling story. Everyone enjoys a good story. The story must have an interesting cast of characters, a strong plot, lots of action, and a ‘happy ending’. If you can master the art of story-telling about your product, you will drastically increase your sales.
Start by collecting stories about how your product made a difference to the customers who purchased it. Write them down with the correct facts. Don’t embellish or make up something that is not true or did not happen. This is a critical point. If a potential customer checks on your story, it must be correct or you will lose that customer’s faith in you. After you have written the story down, practice telling it to your family and friends, or tell it to yourself in the mirror. Ask your friends and family to critique your story-telling ability.
When telling your product stories to customers, remember to be considerate of their time. Don’t get so wrapped up in the stories that you talk too much and don’t listen to them. One or two short stories should be all you tell in a visit. Make sure to have plenty of time to ask them how the story you tell relates to their experiences. That is the whole crux of the story-telling experience. If the customer can relate to the story, they will relate to your product and their need for it.
The author, Marge Bonura, is the Director of Sales & Marketing for New England Machinery, Inc. (NEM). NEM is a leading manufacturer of bottle unscramblers, cappers, orienters, retorquers, lidders, pluggers, pump sorter/placers, scoop feeders, hopper elevators and much more. The company has been in business since 1974 selling to the food, beverage, pharmaceutical, personal care, chemical, household products, automotive and other industries. For more information on NEM, visit their website at www.neminc.com.
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