The Shortest Distance Between You and Your Customer is a Good Story!

StoryTelling is an ancient art...Parables from the bible are stories written to teach lessons! Great salespeople use the art of storytelling in their presentation. Personal witness not only engages a client, but breaks down barriers, gives them an opportunity to respond with a story triggered from your story, and builds credibility! Adding humor to your story, spawns laughter which helps to release any anxiety or tensions your client may be experiencing, just because they are not comfortable with the buy/sell experience! Do you practice story telling in your presentation and conversations with your potential clients? If so, what are some types of stories that you consider to be not only engaging, but beneficial providing a positive outcome in your communications with prospective buyers?

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Permalink Reply by Ernie Kasprowicz on February 18, 2011 at 6:27pm

Telling stories helps captivate the mind and really gets the other person more involved. The best salespeople share experiences of others and relate them through stories to their customers. I once had a customer call to tell me a funny story that while on vacation traveling through the Rockies he had forgotten to release the emergency break after stopping. It had gotten to the point where he literally had his entire family out of the car and PUSHING with all their might to move the car up the mountain. After immediate exhaustion and very frayed nerves he realized what had happened and that what he thought was a woefully under powered car was in fact, an excellent vehicle well suited to his needs and simply an error on his part. Whenever I had a customer concerned about horsepower or performance I would tell this story with greater embellishment. In no time I had my clients laughing as they imagined themselves in the perdicament. It was a fun way to help them realize the car I offered was right for them and opened the door for greater communication.

Permalink Reply by NANCY SIMMONS on February 18, 2011 at 6:32pm

Fantastic example Ernie! Thanks for sharing your "story"!

Ernie Kasprowicz said:

Telling stories helps captivate the mind and really gets the other person more involved. The best salespeople share experiences of others and relate them through stories to their customers. I once had a customer call to tell me a funny story that while on vacation traveling through the Rockies he had forgotten to release the emergency break after stopping. It had gotten to the point where he literally had his entire family out of the car and PUSHING with all their might to move the car up the mountain. After immediate exhaustion and very frayed nerves he realized what had happened and that what he thought was a woefully under powered car was in fact, an excellent vehicle well suited to his needs and simply an error on his part. Whenever I had a customer concerned about horsepower or performance I would tell this story with greater embellishment. In no time I had my clients laughing as they imagined themselves in the perdicament. It was a fun way to help them realize the car I offered was right for them and opened the door for greater communication.

Permalink Reply by Richard Emmons on February 18, 2011 at 7:13pm

I am convinced that a good personal story or even a story that was from someone else is not only a icebreaker but makes the sales person or manager real. Add funny to that and you will probably have a deal. I love a good story! I love a good joke. I love to work and purchase from people that do both. I guess this all falls into "sell your self 1st"

Permalink Reply by Richard Emmons on February 18, 2011 at 7:14pm

Now that is a good story with results Ernie!!!

Ernie Kasprowicz said:

Telling stories helps captivate the mind and really gets the other person more involved. The best salespeople share experiences of others and relate them through stories to their customers. I once had a customer call to tell me a funny story that while on vacation traveling through the Rockies he had forgotten to release the emergency break after stopping. It had gotten to the point where he literally had his entire family out of the car and PUSHING with all their might to move the car up the mountain. After immediate exhaustion and very frayed nerves he realized what had happened and that what he thought was a woefully under powered car was in fact, an excellent vehicle well suited to his needs and simply an error on his part. Whenever I had a customer concerned about horsepower or performance I would tell this story with greater embellishment. In no time I had my clients laughing as they imagined themselves in the perdicament. It was a fun way to help them realize the car I offered was right for them and opened the door for greater communication.

Permalink Reply by Craig Lockerd on February 18, 2011 at 10:25pm

THAT....is wonderful!!!!!!

Ernie Kasprowicz said:

Telling stories helps captivate the mind and really gets the other person more involved. The best salespeople share experiences of others and relate them through stories to their customers. I once had a customer call to tell me a funny story that while on vacation traveling through the Rockies he had forgotten to release the emergency break after stopping. It had gotten to the point where he literally had his entire family out of the car and PUSHING with all their might to move the car up the mountain. After immediate exhaustion and very frayed nerves he realized what had happened and that what he thought was a woefully under powered car was in fact, an excellent vehicle well suited to his needs and simply an error on his part. Whenever I had a customer concerned about horsepower or performance I would tell this story with greater embellishment. In no time I had my clients laughing as they imagined themselves in the perdicament. It was a fun way to help them realize the car I offered was right for them and opened the door for greater communication.

Permalink Reply by Craig Lockerd on February 18, 2011 at 10:36pm

I don't think is really "storytelling" but rather "painting pictures" perhaps.It's been around for years and go ahead and call it old school...I really could care less because it works and people,respond well to this ,always have,always will. Makes me crazy when I see or hear of salespeople switching places with the client on the demo drive at a K-Mart parking lot....

The manufacturer spend billions of dollars painting pictures of their product with great backdrops ,mountains,lakes,beautiful buildings etc that silhouette the vehicle and show it in it's best light as it were.What do we do,change drivers at K-mart with the mall behind the car....not good.....

How about salesperson drives the car,picks a beauitful spot to change drivers,gets out of the car,walks away from the car,leaving the client still in the passenger seat.Salesperson looking at the car with pleasing scenery behind it,client will get out,walk over to salesperson and ask something like" Everything ok,what are you looking at?" salesperson answer "Just admiring how nice the lines of the car you picked are,by the way,where will you be taking your new car on your first vacation?"

Where is the client now in his or her mind?......In what?.....Is there anything bad about putting the client in that 'state?"

Permalink Reply by NANCY SIMMONS on February 19, 2011 at 2:53pm

When I worked in the F&I office, I always told a factual story about an experience I had in assisting a client with a Disability insurance claim, or a major service contract claim which helped them out tremendously. My evidence manual told a story with countless thank you notes from folks who had enjoyed their experience. The dealership has a story, each vehicle has a story that goes with it and of course every person working in the dealership has a story! When I interviewed people, I told them the story of how I got in the business, my passion for the auto industry and why I stayed in it! Telling a story, a personal story is the gateway to trust building and in turn welcomes a story back which will provide very fruitful and useful information!

Permalink Reply by Michael Baker on February 19, 2011 at 5:04pm

There is absolute consensus that 'story telling' thus far Saturday pm at 155 pst facilitates for a likely sell. Dale Carnegie, one of our masters at training in speaking, has three essential ingredients in general public speaking/presentations:

Intro with Q&A/Experience=StoryTellingS-Picture paintingS/At your 'point' is...

BTW: Loved reading everyone's passion in sharing experential-story telling, examples.

Thank You!

Permalink Reply by Jae Chang on February 19, 2011 at 6:19pm

Great discussion Nancy,

Stories are a great bridge. Timing is so important since there is nothing worse than unintentionally insulting someone. Always avoid religion and politics and even sports at times. Humorous events involving yourself seems to show that you are willing to go the extra mile; just don't make a fool of yourself. Laughter creates friendships.

Permalink Reply by NANCY SIMMONS on February 21, 2011 at 11:18am

Thank you Jae for your comments...YES ...choose the topic of your story wisely!!! It can work against you just as it can work for you! Laughter is the medicine of the soul!!!!!!

Jae Chang said:

Great discussion Nancy,

Stories are a great bridge. Timing is so important since there is nothing worse than unintentionally insulting someone. Always avoid religion and politics and even sports at times. Humorous events involving yourself seems to show that you are willing to go the extra mile; just don't make a fool of yourself. Laughter creates friendships.

Permalink Reply by NANCY SIMMONS on February 21, 2011 at 11:20am

Thank you Michael for your comments! A good story breaks barriers, builds credibility and formulates trusted relationships! Love your comments always!!!!

Michael Baker said:

There is absolute consensus that 'story telling' thus far Saturday pm at 155 pst facilitates for a likely sell. Dale Carnegie, one of our masters at training in speaking, has three essential ingredients in general public speaking/presentations:

Intro with Q&A/Experience=StoryTellingS-Picture paintingS/At your 'point' is...

BTW: Loved reading everyone's passion in sharing experential-story telling, examples.
Thank You!

Permalink Reply by NANCY SIMMONS on February 21, 2011 at 5:15pm

Painting a Picture allows the buyer to envision his new life with his new wheels...How will it feel driving this sporty Corvette down the road with my girl? What will the other moms at school think when I drive up to soccer in my new Crossover? How will I feel driving this convertible in the summer months with the sun shining and wind blowing through my hair? Mentally, they take ownership and fall in love on the demo ride before negotiations begin!

Craig Lockerd said:

I don't think is really "storytelling" but rather "painting pictures" perhaps.It's been around for years and go ahead and call it old school...I really could care less because it works and people,respond well to this ,always have,always will. Makes me crazy when I see or hear of salespeople switching places with the client on the demo drive at a K-Mart parking lot....

The manufacturer spend billions of dollars painting pictures of their product with great backdrops ,mountains,lakes,beautiful buildings etc that silhouette the vehicle and show it in it's best light as it were.What do we do,change drivers at K-mart with the mall behind the car....not good.....

How about salesperson drives the car,picks a beauitful spot to change drivers,gets out of the car,walks away from the car,leaving the client still in the passenger seat.Salesperson looking at the car with pleasing scenery behind it,client will get out,walk over to salesperson and ask something like" Everything ok,what are you looking at?" salesperson answer "Just admiring how nice the lines of the car you picked are,by the way,where will you be taking your new car on your first vacation?"

Where is the client now in his or her mind?......In what?.....Is there anything bad about putting the client in that 'state?"