"You'd we're talking about using the incredible power of a well-crafted story it's titled Whoever has the Best Story Wins the sale. Well there's an old saying that data tells a story cells. That's a flashy little saying but think about this statistic when speaking to an audience audience and when you get done only five percent of the people in that room will remember statistic after you finish your presentation however if instead of a statistic you use a story a whopping sixty three percent will remember the story you told again by percent will remember statistic sixty three percent will remember a story. And if you don't believe me if you don't believe me let's just test yourself. which do you remember more your sixth grade American history class or the historical scenes from forrest? Gump both of them more history. One had a great story attached to it for most of us. Sixth sixth grade was so long ago. We can't even remember the teacher's name let alone what she said why. We think it's because it was boring. Well not so. It's the simple fact of how difficult it is for our minds to remember a number or statistic sixth grade history lessons are off on a series of facts and figures dates. However if you put that story into a personalized history as in the popular movie forrest? Gump you can instantly and fondly recall all the moments of history when he went through. Why is this important? When selling the farmers an agribusiness buyers because we are all convinced everyone of us is convinced is that we need to charge out into the marketplace with all of our research proven data and sell value with a proven? Roi Return on investment and. That's what we we all do so from our customers point of view the farmer in our business buyers all day long they're besieged by an army of sales people showing and how good their products are with their statistical data. Please don't misunderstand me. I'm not saying that data and stats aren't important. They certainly are important and we. We need to have them to prove our products effectiveness if or when needed however they are just too forgettable and they're all the same or their counter. Dick Victory in your customer just decides you know what I don't believe any of it. I'm just GONNA pass to win the sale. We need to get the message across to our customers and make it stick in their memory to accomplish this. We can use the incredible power of a fitting well-crafted story we using stories to sell in a professional exciting. It's not just sitting around with your friends. Sitting around the Campfire telling stories. Stories had cell have a structure to them. They described the before during bring in after they quickly depict the struggle and solution which struggle the one your product salves and the one. This customer has which which solution the solution not your solutions a very subtle difference. But I think it's important to position this as the solution that works not referred to it as your solution very small difference that sends a little better message so stop relying completely on data and start telling better stories. We're here are a couple of tips number one. The three components needed for every sale story. Our situation solution success. These are part of every sales workshop by put on. It's not a natural born talent for us to go around telling selling stores we need to learn structure and how how to build these effective selling storage while it takes a little time to learn the process and get the right stories. Developed is well worth on their next sales call when they had from the workshop and try to sell the next prospect number two. What if I don't have stories? The only requirement for story is that it be true and accurate. If you're new to the company and don't have a lot of your own stories to tell fear not check with your manager your peers. Your fellow department managers ask that person that's been around the office for forty years asked them for stories on the products and services. You sell us their stories until you have your own now. I think it's only fair to let your customers snow. If it's not your exact story that you are involved with however if it's your products from your company it really shouldn't matter that is not your direct story. Lastly I want to leave you with this thought. Is We think in pictures. Just take the next thirty seconds and reminisce about any significant moment in your life your graduation in your wedding. The birth of a child your last big sales success something hilarious that happened on a sales call or something completely embarrassing now. How did you remember it? Did you remember it as a data as date on a calendar or did you see the actual events in your memory with vivid pictures short mental video clips of what actually happened. How proud is everyone clapped for you on stage or how embarrassed you felt when you made a big mistake you actually saw yourself turning red and seeing the looks on people's faces as you felt embarrassed? My guess is you remember the short video clips and images of it actually happening. Our minds are wired to remember or stories not sequences of numbers enclosing. Remember this. I've been to a lot of presentations Sales meetings a lot of meetings in general following any presentation. I have never heard ever heard anyone. Say Wow did you see slight forty six. That was amazing but we do hear people remembering the stories that a presenter tells we all these stories over in our mind we see the"
Ag Sales Professional's Podcast by Greg Martinelli