Tell Descriptive Stories That Engage Our Minds And Help Sell On More Than One Level
Perhaps you’ve heard that sharing Features, Advantages and Benefits is a more effective approach than just feature dumping on our prospective customers. But do we effectively do that in our sales conversations?
Let me share a simple experience where a young shoe salesman did this well. We need shoes and since we are on our feet a lot, we select some that are comfortable, yet stylish to wear at work.
I was window shopping in Puerto Vallarta. Along the way a very stylish, yet simple pair of Italian, two-tone brown loafers caught my eye in a little shoe store off the cobblestone street. Thinking I was only looking, I stepped into the store to check them out. I picked them up and quickly put them down, as my initial reaction was, “Wow…that is not cheap!”
My young and very wise shoe expert approached and engaged me in conversation about my visit to the store, to Puerto Vallarta, and what I did for a living. I made the mistake of telling him I was a professional speaker who traveled sharing ideas on how others could be more successful in their lives, careers, sales, etc. (Guess he figured I could really afford them… smile.)
Picking up the shoes and holding them with reverent care, he said, “You know, when you wear these traditional Italian loafers, in these rich spring hues, you’re going to have a big smile on your face because ‘one of the great things’ about these shoes is they’re soft calfskin leather with a full leather lining. And as you wear them, they will mold to the shape of your feet, giving you a custom-made feel.” He continued, “It would be fun to walk around in custom-made shoes, don’t you think?”
He could have just said, “These shoes are all leather, which is flexible, making them very comfortable.” And, on the surface that sounds good, doesn’t it? However what he said engaged me and was much more effective in getting me to seriously consider investing in a pair for myself, don’t you think?
He talked about how the shoes were made. They were bench-crafted, which meant one person was completely responsible for making this specific pair of shoes.
Joseph then went in for the kill, “Since they are bench-crafted, they have the artisan’s name on them. When they’re finished, these shoes have no nicks, no scratches, and all of the components fit perfectly. Unlike shoes made on an assembly line, these shoes are one of a kind.”
Long story, made short: He was right, they were delightful to wear. When I walked out of his store, both of us had big smiles on our faces. I could hardly wait for the snow to leave so I could take them out for a walk.
Simple story of how one young salesman took his craft to the next level by engaging his customer (me) and telling a story that allowed me to see myself in those shoes. They are great!