Last time we discussed how I was speaking with a sales person on the
phone and right as I was warming up to her and asking her to tell me a
little bit more about her services and fees, she “flipped the switch”
and became a sales drone losing all hope of connecting with me and
making the sale.
If you didn’t get a chance to read that, you can click here to read
it. Now for the solution:
What should she have done? She should have told me “the story.” She
should have taken the time to understand what I was trying to
accomplish and then proceeded to paint me a picture about how much
better my business would be 1, 2 3 and 6 months from now because I was
smart enough to invest in her marketing system. She should have told
me success stories about other clients who had used her services and
had skyrocketed their sales. She should have made me like her so much
that I couldn’t say no! These are just a few of the things she could
But instead of making me understand “the story” and see how I could be
a part of it, she mindlessly read features off of a piece of paper.
What a waste. Are you making the same mistakes? Are your sales
people trained to tell “the story?” Whether you talk to people over
the phone, in person or even a fixed medium like direct mail or
newspaper ads the concept is the same. If you’re not telling the
story, I suggest you walk over to your sales department and anyone
else who has direct contact with customers right this moment and make
a few changes.
And if you don’t have a story or you don’t know how best to tell it,
give us a call and we’d be glad to help.