Story power

Jin Kela is a famous American salesman and speaker. These five challenges are why salespeople should learn to tell stories, attract the attention of potential customers and establish relationships with them, infect others with stories, win trust, explain their product value with stories and highlight their own views.

1. Understanding potential customers

Sales guru Kevin Roger said in his book "60 seconds to close the deal": "When customers observe that they are about to start selling, their' psychological door' will slam."

So in the early days, you didn't sell products, but told the story of "who am I" to sell yourself. Introduce yourself like a gossip and tell some stories that will help the other person understand what you are doing.

2. Start building customer relationships.

If potential customers begin to show interest in your company and products, they can start telling stories about "what does our company do" or "why do I do this job", so as to make the other party trust you and your company.

Step 3 determine the needs

Many times, potential customers don't know that they have needs. Salespeople spend the most time helping customers find their needs and determine what they really want. At this time, you can tell the story of "Who have we helped", so that customers can find their own shadow in your story and know what they want, and then the next story will answer "Can your product/service help me?"

When there is a gap between customers and what they want, sales opportunities come.

4. Promote products and services

After the formal introduction and service, you may need to face different people and tell the story of products and services repeatedly. In this process, we will constantly respond to some objections and questions, and this process will be repeated. After this stage, you can move on to the next step.

Step 5 close the deal

This link is to finally convince customers that your product or service is the most suitable for their needs and complete the transaction.

In which link, what kind of story to tell and how to tell it, we must analyze the specific problems.

1, the story of Who am I

Amy Cuddy, a professor of social psychology at Harvard Business School, pointed out in her research that when people meet a stranger for the first time, they will have two questions in their hearts: Is this person trustworthy and is this person worthy of respect?

At this time, many people will confuse the two dimensions, thinking that letting others know that they are awesome will win respect.

People will only want to know more about you after they have a preliminary trust in you, including hearing more stories about your cow, and then they will respect you.

Storytelling is a shortcut to gain trust.

2. The story of "What do I (our company) do"

As the saying goes, "interlacing is like a mountain", which means that others can't really understand your professional field. Therefore, if you use a story to explain your work, it is about how your work solves the problems of the people you serve.

3. The story of "Why did I do this job"

There are three purposes to tell this story: first, let others know more about you; Second, give the work greater significance; Third, build relationships with potential customers.

Salespeople often make the mistake of selling only products and services without talking about what they can do for customers.

In the story of introducing products and services, there is only one main line, which is how to help your customers succeed.

This story is essentially a success story. The only difference is that on the surface, it tells the story of customer success, but in fact it sets off the success of your products and services.

Specifically, it can be divided into the following steps:

1, story background-equilibrium state

The state of balance is that customers think they are good, have no problems and have no needs. This equilibrium state is actually the customer's * * *, so point out: a customer used to be like this, only later. ...

2. Conflicts caused by trigger events

Under what circumstances will customers be out of balance? A trigger event is required. This trigger event may occur at the personal level, such as physical condition, employment status and family status; It may also be at the enterprise level, such as performance issues. There are internal changes brought about by recruitment, supply chain and information security, as well as external changes brought about by competitors, investment and financing, mergers and acquisitions, splitting and restructuring, and policies and regulations.

When it comes to conflict, the focus is on the negative emotions brought about by conflict. Once the customer connects himself with the hero in the story, there will be a sound and connection.

3, timely help-to solve the conflict

The key point of telling this story is to be able to hit the spot. But it should be noted that your products and services are not omnipotent, and the sales process is by no means a success. In this story, it is very important to try and get feedback from customers. Contradictions and conflicts need to be escalated and problems need to be solved step by step.

4, happy ending-the finishing touch

Whether selling products or services, what you ultimately bring to customers is:

Win a certain strength or position

Find someone or something

Self - realization

At the end of a good sales story, you need to tell others in one sentence: what is the value my product or service brings to you?

Donald miller's model: how to tell the story of helping sales organize their products?

? Before choosing your product? After selecting a product,

What did they get? ?

How do they feel?

What are their identities?

Word of mouth is the best advertisement of a brand.

Research shows that consumers are more inclined to trust consumers.

The biggest difference between a brand and IP is whether there is a story.

Sales is to respond to customers' challenges and rejections at any time, so as a salesperson, we should always be mentally prepared. When customers have objections, the best coping strategy is to prepare corresponding stories.

Even if a good sale doesn't close for a while, the story is engraved in the customer's heart, so that the customer remembers you. The next thing to do is to wait for the flowers to bloom.

As a former salesman who has been fighting in the sales front line for 7 years, this chapter won my heart. As a trainer now, I think a large part of sales skill training should be the skill of teaching how to tell sales stories. I'm going to combine this part with my own sales skills training and then practice it.

This is what I shared today. As a salesperson, I am not a simple product and service repeater, but a professional who sells himself, builds trust with customers and helps customers succeed by telling stories. Even if your job is not sales, in today's workplace, in fact, all of us are selling, selling ourselves and selling our own ideas, ideas and ideas. Everyone needs a set of effective story thinking to help them establish cooperative relations with others. I hope today's content has inspired you.

Continue to learn Chapter 16 tomorrow: How to tell the story of teaching and let the other side accept it frankly.

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