Once upon a time, I was sitting in traffic court, waiting for my turn. I had received a $200 speeding ticket. I figured I had my normal two options:
- Mail a check for the full price of the ticket.
- Show up in court. Talk with the judge. Receive a discount.
Today was different. This judge was making everyone pay full list price. How unfair! If I had known I would be required to pay full price, I would have stayed home and mailed a check.
The judge called my name. I walked through the short, wooden gate and sat at the table. The judge read the charges. He asked, "How do you plead?" I answered, "Guilty as charged, sir."
The judge asked, "Is there anything you want to say before I pronounce judgement?" That was my chance. The judge seemed to be bored. I figured that if I could liven things up, he might give me a discount.
I told him a story. It was a story of my driving history, and how few tickets I have received in my many years of driving. I admitted my guilt, but I asked for mercy.
I was the hero of my story. The judge imagined himself as the hero of the story. At the end of my story, I gave him the opportunity to be the hero by giving me a discount.
I was the only person who told the judge a story. I was the only person who received a $100.00 discount. It only took sixty seconds.
Imagine what would happen if you presented your products within a story. Your story might take this sequence:
- Introduce the hero, and their pleasant surroundings.
- Introduce the villain, who gives the hero a problem to fix.
- Show the hero's journey as they discover your product.
- Show how the hero's problems are solved when they choose your product.
- Issue a call to action: ask the audience to achieve what the hero achieved, by doing what the hero did: choosing your product.
The best storyteller wins. The best storytelling sales professional wins the highest sales volume.
Shouldn't that be you?
To learn more, email me.