Once upon a time companies pushed products out to the market. Then, companies want to tell stories. So, one fine day, as the sun peaked over the horizon, all the writers, designers, producers, marketers, advertising and PR agencies, and salespeople magically disappeared and were replaced by storytellers.
We were not invaded by Body Snatchers. The same people are doing the same job they always did. Successful salespeople and marketers were always good storytellers. Humans cannot focus on or retain lots of noncontextualized information, such as features, functions, and specifications. Humans are inherently wired to enjoy and remember a good story, but not everyone knows how to tell a memorable story.
Every good story has a hero. Identifying and amplifying the hero is most important component when crafting your story. Many stories fall flat because the hero of the story is misidentified. Most salespeople make themselves the hero. Most companies make their brand or product the hero. If you are the seller, you are NOT the hero!
The customer is the hero. The customer should be the central character and protagonist of your story. The hero must face a challenge or problem. They may or may not know they need help. Sometimes the hero is in peril and is looking for a solution, but sometimes the status quo feels safe, and the hero is unaware of the imminent danger or an opportunity to leap forward.
Enter the guide, sherpa, or guru. You are the guide! You must connect with convince the hero (customer) that you are the guide they seek. Earn the hero’s trust by demonstrating your understanding, empathy, and vision. The guide clearly articulates what is possible and the extraordinary reality they could achieve. I use the Emerald City metaphor. Paint a picture of utopia – show it to the customer.
Next, the guide provides a plan to reach the Emerald City and calls the hero to action. You convince the hero they possess the insight to identify the problem, the wisdom to choose you and the plan you offered, and the courage and skill to execute the plan.
Of course, the hero succeeds, with your guidance, by realizing the outcome they desire (or by avoiding failure).
That’s the framework for a compelling story. Let’s address the characteristics of an effective story.
Your audience may already have preconceived notions about your brand, your products, or your competitors. I’ve observed sales meetings that start with the presenter asking the group if they know about their latest product. Everyone nods, “yes.” The salesperson is either pleased and moves on or presses the prospects. The successful salesperson asks follow up questions. So, of course you know about x, y, and z? Close up on the dead eyes or blank stares across the conference room table. A brave sole in the audience leans in and says, “Uh, no. Tell me more about that.” Congratulations, you’ve successfully broken through the curse of knowledge.
A memorable and repeatable story must be simple, authentic (fact-based), and relatable. There’s only one way to ensure that your story is relatable. You must understand the customer’s perceived problems or challenges, which is only possible by asking probing questions. Do not tell your story until you know which story to tell!
Customers generally won’t remember what you tell them, but they will remember how you made them feel. A good story makes people feel understood, connected, protected, and important. Tell a good story that demonstrates that you understand their problem, you have a solution, and you can help them achieve their goals. When you stop selling products and start solving problems, you will sell more products.
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