As time goes on future generations tend to not remember or relate to what happened in the past. Many people today are not students of history. In fact, some find it hard to imagine what life was like before the internet and mobile computer devices! Going back centuries, long before most people could read or write and have access to the written word, each village designated an individual who was responsible for its history. This person passed on to other generations, verbally, the important stories of the village and its people so that history could be preserved, honored and provide wisdom to others. Today, if we want to know something, we just “Google it”, check Twitter or read news headlines online.
Being successful in business comes down to the same thing it did long ago in, what we consider, ancient times: Telling a story.
Ask yourself: For sales success, are you creating a vision for your prospect?
Ask any members of your company’s sales and marketing team as well.
When you’re selling, you ARE creating a vision for the prospect.
1) Are you sharing with prospects an effective story, that creates a vision, they can relate to?
2) Or are you just talking at them dumping as much information as possible that it becomes an exhausting experience for both you and the prospect?
3) Is the story you are sharing with others giving them what they want and need; and giving you the sale and solid customer base you need for business success?
Here’s an example with some help from one of my favorite pop music composers and singers, Carly Simon. For the moment, clear your mind and envision the lyrics of the classic song, You’re So Vain:
You walked into the party like you were walking onto a yacht
Your hat strategically dipped below one eye
Your scarf it was apricot
You had one eye in the mirror as you watched yourself gavotte…
As you read the lyrics and reflect back on times when you have listened to the entire song did you instantly get a picture in your mind about the words Carly is singing? It’s long been a music industry rumor and mystery as to who the song is in reference to. Carly has never confirmed such publicly which only further adds to the story and what we think about when listening to the lyrics.
Can you imagine someone:
– walking onto a yacht
– wearing an apricot scarf
– looking in the mirror and
– gavotte (which is a dance step)
Carly goes on in the song with the lyrics:
I had some dreams, they were clouds in my coffee
Clouds in my coffee, and…
You’re so vain, you probably think this song is about you…
She skillfully crafted the song to paint a picture within our minds instantly every time we hear the lyrics. So skillfully that the song and its lyrics are now timeless and will be with us for generations to come much like the village historian who crafted the stories to share with generation upon generation.
– What happens when you go into a sales presentation?
– Are you painting a clear vision of why the prospect should buy your product or service?
– Can the prospect “see” what you are presenting or is there a disconnect? Can the prospect “see” why you should do business and how you can improve their business?
– Are your words as classic as those of Carly Simon’s?
If you look at enough websites… If you look at profile upon profile on LinkedIn… Eventually, they all look and sound alike. Same is true during a sales presentation.
When presenting to your ideal prospect, you must precisely paint a picture in their mind of doing business with your company. If you can’t paint that picture… If you can’t capture their imagination and intrigue them with your message… Then you are not going to get the business.
The person who is the best salesperson is often the best storyteller. When I use the word “story” I’m not suggesting to not always tell the truth or to not be factual. Rather, I’m talking about how you create the vision and how the prospect sees the vision you are describing so they are convinced to buy your product or service. If you do, there’s not much to close as the prospect will often close the deal for you by saying “Yes, let’s get started”.
Have you been to the movies lately? There’s always a series of upcoming attraction movie trailers before the main feature film begins. The movie trailer paints a picture as to why you should go see the movie when it’s released. Unfortunately, sometimes the movie trailers are better than the full length movie! Still the movie trailer did its job and convinced you to see the movie. Just make sure, for business success, that your presentation matches what the prospect ultimately buys.
Remember: To stay on top of your sales game; to be the success with sales you know you can be:
– Paint the vision.
– Practice. Over and over again till it becomes part of you and your sales presentation.
– See it in your own mind.
Say to yourself:
– Would I buy this particular product or service?
– Do I see or visualize what I am communicating to the prospect? Or am I just throwing words at the prospect?
Be part of a company that is known for customer service but also for anticipating the needs of customers and delivering what the customer wants.
If you do, your words have the potential to be as memorable as those of Carly Simon or this year’s Oscar winning film.
Wishing you and your company sales success!
If you have any questions about sales or how you as a CEO, president or business owner can improve and grow your business to more success, greater profit and less stress, just give me a call at 888-738-1855. Look forward to the business conversation with you!
This was also posted on Robert Terson’s blog, Selling Fearlessly.