Episode 27 - The other side of Storytelling: "Why listen to a boring story?"

Customer Secrets

In selling, professionals are told that story telling is one of the keys to making an emotional connection with customers, as it bypasses the logic-center of their brain. But nobody talks about the reason why customers are listening to those boring stories. What is in it for them?

When you understand the reason that customers have for listening to stories, you as a salesman can craft better stories that will get to the point a lot faster. Here's a hint... You have to know the personality temperament of your prospect so you know which type of story will resonate with them better.

The other question I want to ask it this podcast, because I'm a contrarian (and a poor story teller), is this: "Is there a more effective way to make that emotional connection with customers than telling stories?" The answer, obviously is yes. There is a far more powerful way to get to that point, and much quicker too.

If you'd like more information on using personality in selling, get the book: "Selling by Personality Type" from Amazon. For the price of a trip to Starbucks, you'll be years ahead of your competition.