A few months back my brother and his wife went to look at a house that was for sale. It was just what they wanted; the perfect size, the right number of rooms, and in a subdivision that they loved.
They recently completed some major remodeling on their home and had no plans to move. When they saw this particular house that was for sale, they just didn’t know what to do! The realtor told them they shouldn’t wait long as this house would sell fast.
They next afternoon my brother made an offer to buy the home at the asking price. It was too late. Someone else had made an offer that morning, and it was accepted. Not only did my brother not get the house he wanted, but his real estate agent also missed out on a hefty commission.
What should have happened? The real estate agent should have painted a clearer picture of the situation. He should have told a story that my brother and his wife could relate to. It would be a story that would have helped them to make a better decision, and faster.
Imagine if the realtor had told them this story instead:
This house is just what you said you were looking for with all of the amenities that you wanted; a great subdivision, a perfect back yard for your girls, a little more space for a great playroom, and a larger master bedroom. It’s really your dream house then, isn’t it?
I’d be remiss if I didn’t tell you about another client of mine. A few of months ago a couple with two children were looking at a home. The house was just the right size, with the exact number of bedrooms they wanted. The lot was perfect for playing in, and the school district was wonderful. The couple wanted to think it over.
They knew what they were looking for, and the home was within their budget. They had trouble however, making a decision. It is an important decision, and all of us deliberate about that sometimes.
The next day when the couple decided to put an offer on the house it had already sold. They missed out. Sure, they eventually found another house, but it took another two months, plus a lot of time and mental anguish was needlessly spent.
They missed their perfect house, but you don’t have to. Take a few minutes to think about what you really want in a home, and if this house has that, then let’s put an offer together before someone else does.
If my brother and his wife had heard that version of the story and had been given that advice, they would have been better able to make a quick decision and would have had the house. Don’t just state the facts in a selling situation. People like stories. We learn by listening to stories and relating to them. It starts
when we are children, and is carried with us throughout our lives.
So, when is a story called for? Anytime you are trying to make a point, get a message across, help someone make a decision, or provide advice.
Here are the steps to creating great stories.
1. Think about different areas of interests or concerns for the people you interact with.
2. Look for similar situations in your life, the life of a relative, someone of notoriety, or a friend.
3. Construct a story about what happened. Be sure to include the emotions of the people involved.
4. Include these important issues:
* What was lost?
* What wasn’t gained?
* What opportunity was missed?
* What was the pain of the situation?
* How could the pain have been avoided?
* How will your client benefit by not making the same choice?
5. Make the story concise and to the point.
All of us have many real life situations that we face. It’s just a matter of thinking about and recalling them.
Think through all of the sales situations you encounter. Make a list of the objections you receive. You should have a story that deals with these situations.
Work with others in your industry or in your Mastermind Group. If you don’t have a Mastermind Group, then check out my eBook: “Monday’s At Nine: Creating A Powerful Mastermind Group.” It will get you started today!
If you don’t have a story for each situation, then get one from a friend. It’s okay to share them. When you tell someone else’s story (with their permission of course), you start by saying, “A friend of mine had an interesting thing happen to their client.”
When you are faced with a selling situation, and you want to make a powerful point, don’t just give them the facts. Tell a story and watch your customers as they grasp the idea that you are creating for them. This will help your customers make better decisions by telling them a story that they can easily relate to.
You will become an even more compelling sales professional by being a story-teller. Remember, we’re always making a sale. Whether or not it is to a client, a co-worker, a spouse, or a child, we are always selling products, services, ideas, beliefs, and desires. Stories will attract others to you. They will want to listen to what you have to say. Your customers will find you much more interesting and engaging in your beliefs.
Go tell a story, and you’ll be on the road to Building a Better Biz!
