| Have you ever heard a story that could have
been about you? Ever heard a story that reminded you of another one? What about a story
that sounded vaguely familiar? Welcome to the power of story.
Unlike facts and figures, that often leave us cold, stories
connect! And they connect deeply, often stirring us emotionally at a heart level.
That's what makes them memorable, and powerful as a sales
tool.
The Prevalence of Stories
We're wired for stories! And since birth we've been
conditioned to respond to stories. It's how we learned about our family and environment,
culture and country, our religion, strangers and the world at large. We remember stories,
and we tell ours and others, repeatedly. And stories aren't just transmitted orally. They
are fed us in and out of school, through books, radio, newspapers, opera, television and
even through the Internet.
Stories in Sales Story Tell, Story Sell
I've written before about the use of short success stories
to help you sell. I prefer a three-part story, utilizing a Setting-Situation-Solution
format. Using this format, you soft sell a listener on what you did for past clients, what
you did on past projects, or the difference a product or service of yours made in solving
a problem, overcoming a challenge or generating a favorable outcome.
The Power of Archetypal Stories
Your stories can work on both conscious and unconscious
levels with prospects and clients. When you tell a story that echoes an archetypal theme
your listener nods in agreement on multiple levels. Think about the stories you tell as
you sell. Do they mimic traditional themes that represent the human experience? For your
stories to connect, I recommend they allude to one of various familiar archetypal themes:
- The hero's journey
- Coming of age
- The acquiring of wisdom
- Pacts with the devil / fooling the devil
- Tricking the tricksters
Using The Archetypal Advantage to Connect with
Customers
Consider some of these story genres and motifs for your use
in selling products, services, and loyalty to brand affiliations and organizations.
Cautionary Tales
Cautionary tales are stories that warn of danger or harm
that awaits you if you do or don't follow a particular course of action. Think of the boy
who cries wolf one too many times and was no longer trusted. Or the story of the three
little pigs. These tales are great for selling products and services. Perhaps you tell
your story about the client who didn't back up, buy insurance or create redundant systems.
The Achilles Heel
From Greek mythology we know the tale of Achilles, the
great warrior with a fatal flaw. If your story involves a competitor's product and its
fatal flaw, we'll nod knowingly in light of Achilles' fate.
The Hero's Journey
The late Joseph Campbell devoted his life to studying hero
tales from around the world. We can all relate to an irrepressible hero on a noble quest.
The struggles to overcome, obstacles to negotiate, and sacrifices endured on the way to
ultimate success. When your story echoes this arc your listener can become the hero or
heroine, or is otherwise rooting for them. That's the power of story.
Creation Stories
Stories that explain how the world was created, or why the
universe, world or life came to be the way they are. Found in many cultures around the
world, these stories frame the world we live in, explaining its origins. Your creation
story may explain the lineage of a device, an industry or your company.
Pourquoi Stories
These stories tell you why and how things are. They are
great for teaching purposes. Stories such as "how the leopard got its stripes"
explain a natural phenomenon or a reality we all accept. You can tell these why stories to
explain the advent of trends, policies, research and migration paths for products and
services.
Cinderella Stories
That elusive match, the magical shoe that fits just one
foot, the chase, search or quest that ends in a match. An unjust oppression that is
transcended. The conquest of love. These are universal sentiments you can tap in your
sales story. Your love story can meld two devices, technologies, cultures or even
ingredients.
From Told to Sold
As you can see, there are countless themes that echo the
human experience. And they work across cultures and borders. Many of these same themes and
motifs are present in Asian, European, African, Native American and other cultures. When
your story is built atop a familiar theme it's that much more believable, tangible and
powerful. Sell it through stories and you'll live happily ever after! |
