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Whenever you want to achieve something, you need to communicate with other people. Storytelling is the best strategy. Learn to use the knowledge and techniques in this book to inspire your customers, your prospects, your boss and your partners – even your spouse. Storytelling is the name of the game. But how to?
Learn to communicate in the language our brain internalizes to sell your ideas, your wishes, and your products! In short, this book is for everyone who wants to improve his or her communication skills. Learn the basic rules and techniques that you can use to get the results you desire.
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Previews within the StorySculptor App:
Previews within the StorySculptor App:
Here is a sneak preview for you:
The following took place between 09:00 AM and 10:00 AM. Events occurred in real time somewhere at a nice and quite place.
Upon arrival, our hero learned that the StorySculptor didn’t actually work for the Institute but was a valued business partner and frequently gave lectures there. Fortunately, the Institute’s staff were happy to divulge his telephone number and call ahead to give our hero a proper introduction.
Two days later, he met the StorySculptor in person.
“Please sit down,” said the StorySculptor, gesturing to an overstuffed black leather chair in front of his mahogany desk.
“What can I do for you?”
Our hero cleared his throat. ”Uh, yes, I am a successful salesman,” he began.
The StorySculptor nodded in encouragement. “Or, well, at least I was. I’ve started losing customers in droves, and nobody gives me concrete reasons for switching to my competitor’s inferior product. I’m also having considerable difficulty landing new customers. I have no idea what I’m doing wrong.”
His pulse quickened, and the burning in his face told him that he was blushing. It was embarrassing to admit that he needed so much help, but our hero also felt relieved to share his burden with someone who could help.
“Aha,” said the StorySculptor, “another ‘facts seller!’”
“You’re another ‘facts seller!’”
Our hero was restless and growing uncomfortable. The StorySculptor laughed. “I just mean that you know everything about your product to the smallest detail.”
Our hero nodded enthusiastically.
“And you also know all about the competitors products and know the market inside and out?”
That sounded more like a statement than a question, but he answered, “Of course.”
“And I know my colleagues and competitors in detail,” he added. “How else could I expect to sell anything?”
“And now your customers are buying from your competitors but can’t clearly articulate why they made the change.” It wasn’t a question.
Our hero nodded with a sad expression. “How did you know?”
The StorySculptor seemed not to hear him.
“And prospective clients have started to procrastinate before signing your contracts, right? And in many cases you never hear from them again?”
The StorySculptor chuckled. ”I understand you very well, and I can comfort you. You are not the first and will not be the last person to struggle with this problem. In recent years and with the advent of advanced technology, many thousands of salesmen have come to me with the same problem.
” ”What does technology have to do with this?” Our hero wanted to know.
“Well, it has to do with the technology you are offering, and it has to do with the technique you are using to deliver it,” replied the StorySculptor.
“I also once sat where you are sitting now. Not physically, of course. I began my career in applied technology sales, and, just like you, I always wanted to improve. For a while, everything was great, but then I hit this frustrating wall. I got stuck there, and then I started to lose customers. I had studied and been trained in every possible sales technique: passive listening, active listening, and dozens more. But you know what? That somehow made it less and less fun. I realized that there was no point to investing all of that time and effort if it didn’t help me acquire and retain customers. It got to the point where my health was suffering. I was expending so much energy trying to make sales that I completely burned out. I didn’t want to do it anymore!”
As the StorySculptor related this honest and passionate tale, our hero felt himself drawn closer and closer. By the end, he was perched on the very edge of his seat, hanging on every word the StorySculptor spoke.
”So, I searched diligently for a solution, and have found the best sales method in the world.”
Our hero’s jaw dropped, but he didn’t have time to say anything.
“The answer is…telling stories!”
Our hero faltered. ”Uh…” he stammered, “telling stories?” ”
Haha! You should see your face,” laughed the StorySculptor. “It’s the same face I made when I heard this for the first time. Nevertheless, it’s true. Storytelling is the most successful selling method in the world!”
Our hero thought about this long and hard. His mentor did seem quite comfortable sitting there…and also quite successful. Perhaps this was the secret to his success. In any case, our hero wanted to know more. He remembered an old Chinese proverb:
He who asks a question is a fool for five minutes; he who does not ask a question remains a fool forever.
“Interesting,” he heard himself say. “Could you explain this to me a little more?”
The StorySculptor was pleased. He could see this young man was now hooked, and he knew from experience that once his visitors understood the true power of storytelling, they were without exception more effective and happier salespeople. Their clients were increasingly enthusiastic, too.
“It’s simple. Think about how children learn: through fairy tales! From Hansel and Gretel, they learn not to walk alone through a forest. Through Snow White, they learn the futility of vanity and malice. This is great news for sales professionals, who are truly not salesmen, but storytellers.”
The StorySculptor took a framed poster in his hand that had been on his desk. When sitting behind the desk he could always see it. Now, he thought with a smile, it was time four our friend to see it. He could read there in large letters:
Storytelling is the best selling tool in the world.
The StorySculptor continued: “In the end it is the story that sells because of the incredible staying power it has. It embeds itself deep into the subconscious of the listener and makes potential customers into enthusiastic brand and product ambassadors. What could be better?”
“Wow! Enthusiastic customers! Brand and product ambassadors!” thought our young friend. That was what he had always wanted. It was every salesman’s dream. His reverie was broken by the voice of the StorySculptor.
“It is crucial that the sales story is well designed and effective. Whether you want to sell a product to a customer or an idea to an investor, a good story can make it happen. The best part is that it’s simple enough for everyone learn.”
Our hero didn’t hesitate. ”Can you teach me?”
“Well, I can guide you, and I can put you in touch with some other people who can help you, too. You will learn how the brain works as it relates to storytelling: You will experience the surprise of the opening, get to know the villain, learn how to leave a lasting impression, and, of course, how to seal the deal and make sales. It’s a great comfort when you realize that selling is fun and that you can help satisfied customers enjoy the product or service you’re selling even more. Furthermore, your customers will be enthusiastic ambassadors for you and your product and will provide valuable word-of-mouth advertising.“
Yes, that was our hero’s dream; it was exactly what he was looking for, down to the very last detail. He marveled that the StorySculptor’s technique was even working on him. He thought, Whatever he’s selling, I’m buying. ”When does it start? What should I do?” he asked. “What seminars should I attend? How can I become a persuasive speaker like you? Can you recommend a strategy for handling objections?” The questions poured forth like a waterfall. The StorySculptor laughed loudly and said, “So you think that you can convince your customers with rhetorical tricks?” ”Yes, because I have to tell them a convincing story! You just said so.” Now our hero felt confused.
“Well, yes. You need something well-constructed and skillfully told. But rhetorical tricks are unnecessary. These tricks and communication techniques are only necessary because ineffective salespeople believe that the customer doesn’t truly want their product and will only buy it if tricked. And you know what? Well-trained salespeople achieve just that. You can motivate the customers with compelling and sophisticated rhetorical phrases: Most customers don’t have the training to recognize that they’re being plied with tricks, but you know exactly what the consequences are, yes?”
Our hero slumped in his chair. He hadn’t expected the question and felt uncomfortable. He tentatively replied,
”That the salesperson makes the sale…?”
The StorySculptor threw his hands up, exasperated. ”Nonsense!” he cried. “He has created a lapse risk. The transaction is a sham, and if the customer realizes that in the ensuing days he’s likely to call and cancel the sale. A friend or family member hears about the purchase and quickly convinces him that he doesn’t really need the product or service, so he backs out of the contract.” Our hero had experienced this often, and he knew that many of his colleagues had also struggled with cancelation rates as high as 30 percent.
The StorySculptor continued his rant.
“And the customers who do not dare to cancel often do something far worse: They do not recommend you or what you’re selling. They may even tell their friends and colleagues that they bought your product, but it wasn’t very good. That, my friend, is the worst thing that can happen to you!”
Our hero had to concede that once again, the StorySculptor had hit the nail on the head. “Unfortunately, I’ve seen what you’re describing many times before. That’s what ultimately led to my current exasperation with all of this. I think that I will have to learn another approach.”
“Exactly,” replied the StorySculptor. “Once you learn this approach, you will no longer need rhetoric seminars, communication tricks, or strategies for overcoming objections. You’ll give your customers a delightful experience and they will truly want your product. In fact, they will be so happy with it that they’ll run to tell their friends and colleagues about it, too.”
“You’re right! That’s what I want! Please help me achieve that.” Our hero was now quite enthusiastic. ” What must I do? ”
And so it was that our hero began the exciting journey on which he learned the best selling method in the world. And that isn’t all he learned…
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