His name is Steve. He’s retired now, but before spending mornings at the local coffee shop, he spent forty years in sales, owned his own company and boasted a resume of successes.
For a good ten years now, I’ve enjoyed a morning cup of Jo with Steve and a small group of loyal Manhattan Bagel regulars in my neighborhood. Sometimes it’s a quick buy and bye. Other times we sit and chat. We’ve sipped through elections, wars, simmered over political differences and added extra sweetener to sugarcoat a disappointing Philadelphia Eagles loss. We’ve come to value each other’s opinions even if like a steaming cup of coffee, our differences sometimes bubble over.
So on this fall morning, I asked Steve to share his secret of sales success. Without hesitation, he answered “ask for the order” and then added “let me tell you a story”. Without realizing the full impact of those six words---let me tell you a story--- Steve shared the secret ingredient of his years of sales success. He’s a natural engaging story teller. From heroic saves on the tennis court to his grandchildren’s antics at holiday dinners, he has a knack for using quick stories to create an emotional connection that makes ‘theask’ relevant to the listener’s life.
Consider this. At a recent communications training program for pharmaceutical sales representatives, repeated role-playing revealed that these seasoned pros knew everything there was to know about their product, disease and challenges faced by both healthcare providers and patients. But, because their real-life face time with prospects and customers is so limited, they said they felt pressured to quicklyrattle off information in monologue style without pausing to question the listenerin order to involve them, understand what they care about and then share examples to address their concerns.They were thinking about what they wanted instead of making the listener part of the solution by empowering them to help solve the patient’s problem. They said they didn’t have time to tell stories.
In the pharmaceutical industry alone, recent surveys conclude the number of medical offices refusing to see sales representatives has increased by 20% since 2009. A sluggish economy has sent tens of thousands of sales people to the sidelines while others scramble to make ends meet with no immediate relief in sight. Peter Guber, the Oscar-winning producer and business author reminds us that “hits are made in the heart, not in the head.” Stories can be short quips or quick examples that help listeners understand why they should care. When we use stories to illustrate points, we increase attention and retention because we invite listeners to become active participants.As I was writing this article, I received an email from one or the reps who attended that communications training. She said after seeing the difference in how her peers perceived her during role playing; she decided to practice her new found skills at a sales call. Not only did a heartfelt story about a patient strike a chord with her client, but he told her he now considers her and her company a valuable resource. He trusts them.
The next time you try to make a sale, think of the story you want people to hear. How would you tell it over a quick cup of coffee? In our coaching programs, we challenge people to answer the so what by coming up with prove-it examples that have solved customer’s problems. For example, in a financial services brainstorming session, an executive told a story about a customer who was declined a loan after 45 years with the same local bank. He explained how his company was able to quickly and easily secure a loan for the man, which ultimately resulted in significant business growth. Instead of sounding promotional or conceited, the prove it example answered the so what and offered the customerconcrete reasons to understand why his company was a good fit.
Perhaps no one in our day is a better personal communicator than iconic late Apple co-founder Steve Jobs. He explained things clearly and simply, helping listeners understand exactly how they would benefit and experience his creations. He used analogies, stories and touchable examples to bring software to life and show people how Apple products could solve their problems and improve their lives. Today, it’s estimated that at least a quarter of all Americans own an Apple product.
One of the biggest mistakes we observe when working with sales or other spokespeople is the following misperception: My listener understands what I’m talking about. Just because your listener is part of your world doesn’t mean they understand your business, product or know what you know. It is your job to answer the so what and tell them what you want them to know, do, think and feel. If you assume your customers understand the problem and they don’t, you’ve lost a huge opportunity to influence them and make the sale.
As I swallowed the last of my coffee and readied to leave my table with Steve, the man behind the bagel counter yelled over “would you like any bagels today” to which I replied, “no thanks Elliot”. “Okay”, he countered, “but they’re hot, right out of the oven”. Come to think of it, I answered, “I’ll take two. One for Steve and one for me. And by the way, thanks for asking.”
Karen Friedman is the author of “Shut Up and Say Something: Business Communication Strategies to Overcome Challenges and Influence Listeners”(Praeger 2010) and the co-author of “Speaking of Success: World Class Experts Share Their Secrets”. Chief Improvement Officer atKaren Friedman Enterprises, Inc., her techniques to help business professionals become more powerful persuasive communicators have been applied on four continents. A professional communication coach and speaker, she is the winner of the prestigious 2011 Enterprising Woman of the Year Award, a former award-winning television news reporter and a political candidate. She can be reached at 610-292-9780 or by visiting www.karenfriedman.com
