The master seller is both mentor and teacher
Responsible to pique curiosity
Not seeing prospects as empty vessels
To be filled with product knowledge
They hint and guide towards self understanding.
Seeing buyers as life long learners
They discover their interests
And teach future possibilities
Schooled in the value of your product and services.
Have you ever given a presentation, excited, engaged and in the moment? And then the time comes when you pause to catch your breath and like the good Master Seller ask if they have any questions? And then you look up and all you hear is the sound of crickets as your audience naps the afternoon away?
You could have a long list of features and benefits that far out weigh anything your competition can offer. But there are limits to what words can say, and you can rarely fully describe to complete precision what you’re selling with dry lists and specifications. But a quick anecdote, a little story, an example that draws upon a metaphor or common experience can make all the difference.
In the hubbub world of today, prospects quickly tire and get glassy-eyed. A great tactic is to frame a benefit in a real-life story. Start with “Have you ever been in the situation where …….” And the story ends with some frustration of life. You then proceed “Consider instead this ending…..” explaining how your solution makes everything right in the end.
Listen to what people say. Describe what you do with their stories. Make sure they fully believe you, and if they choose wisely, they will live happily ever after.
Once upon a time a salesman worked for a dairy products company that provided milking equipment for farms. One morning he was trying out his new Taoist sales techniques and he asked an open-ended question to a prospective client “How long cows should be milked?” The farmer paused and scratched his head for a moment and answered “Well………. I guess the same amount of time as the short ones.”
Were you intrigued by this story when it started “once upon a time”? Did it perk your interest? Stories intrigue buyers. Sharing an anecdote allows them to viscerally embrace what your selling. Consider common stories you’ve heard from other buyers.
What are your stories? What are your anecdotes? Do you know how long cows should be milked?
The nature of the world is beyond description
Yet stories are your greatest tools.
With the art of narrative,
the buyer identifies with your characters.
Compelling in action,
they see the struggle in their lives.
Clear in thought,
they embrace the moral of your story.
Obvious in solution,
they are drawn to your products and services.
By shedding light
on what was once nothing,
The Master Seller becomes storyteller,
Creating possibility in the buyers’ mind.