Unleashing the POWER...

Facts tell...stories sell!

Stories...what does this have to do with running a business? Though I have written about the importance of stories before, I recently had an experience that brought it to mind yet again! 

While visiting our local Christian bookstore, I saw the item pictured above, the Holding Cross, on a shelf. I had never seen this item before, so I stopped and read the story printed on the card that came with it. Of course, it was very touching and personal about the couple who came up with the idea. 

The woman, Carol, was a Hospice and nursing home volunteer and hubby, Jack, made wooden crosses as his own personal ministry. 

One day, Carol realized that the "patients" she saw every day had a need for something that could be held in their hands that was natural, meaningful, comfortable and would bring comfort in a time of need. At that time, most wooden crosses in the marketplace were too big and rough for people who had crippled hands or were sick to hold.

Thus the birth of the Holding Cross.

Read the entire story here.

Needless to say, I was touched and wanted to buy this product that I had never heard of before, yet now felt strong emotions towards it! So what does that tell us about the power of stories?

From the time we were children, most of us were read bedtime stories by our parents. Now, as adults, it is ingrained in us to sit up and pay attention when someone says, "Let me tell you a story." And we feel pleasure and anticipation as well. 

When you tell a story, you create visual pictures in the minds of your audience and they become more engaged in what you are saying/selling. And people have a tendency to remember a story above all else and connect emotion to it. I know I do!

1. A good story helps create visual pictures in the minds of your audience. 

2. A good story helps carry your message in a non-threatening way.

3. A good story engages the audience and maintains their interest. 

4. A good story entertains, which is something that you need in your presentation.

5. A good story adds the element of emotion and emotion creates action. 

I use stories all the time in my sales presentations. They range in topics from personal experiences I have had that help me answer objections to advice that has been given to me. Stories are amazing to help a client over the hump in making a decision. 

For example, if a client says, "I just don't have any more room on my walls to hang another large portrait," I tell them the story about my mother-in-law, a classy lady and great decorator. She had a very small home, and was immensely proud of it and loved decorating it. 

When she told us she was putting a third couch in the living room, we couldn't believe she was even considering it! There was just no more room...but guess what? She found room and it was beautiful! 

I asked her the question everyone was thinking...and that question was, "Where are you going to put that third couch?" Her answer was this, "If you love something enough, you will find a place for it!"

Bingo!

Now, I use her answer as my story when a client says they don't have enough wall space to hang another portrait! Using this story is non-combative and gives a great visual for the message. 

Stories are one of the best ways to communicate and touch the hearts of your clients. Think about what stories you might tell in your sales presetations-you may be surprised at how effective they are!