The voice boomed out from a portly gentleman
waiting in line to be rung up at the our cash wrap
stand during the Xmas season.
The voice was loud, and could be heard up and
down the aisle of the mall. And by all eight of us
working at the cart at that moment.
'How many of you actually USE these products?'....
Our response was nearly immediate.
As if scripted, all eight of us working at the moment
turned to the man.
And we raised our hands in unison.
The unspoken message was, 'We all do.'
Our response couldn't have been choreographed
The man held one of his arms straight out, with his palm
facing toward us, and nodded his head.... 'Ok. Ok.... I got it!'
With that, he continued his wait to be rung up,
and we all went back to selling.
In my last few updates, I talked about the importance of using stories in your sales
Facts Tell, Stories Sell
A key aspect of selling with stories is to get
STAFF to develop their own stories about
uses of your product.
As they develop their own stories, with uses
of your product, they'll sell more. And you'll
For them to develop their own stories you've got to
encourage your staff, and their friends and
family to actually use your products.
A simple way to accomplish this is to offer your
staff the best staff discount you possibly can.
When I first opened my cart, my salespeople
asked if I offered an staff discount.
I told them I'd think about it and get back
After some quick calculations, I determined
I could offer them 50% off the retail price.
When I told them, they genuinely seemed
surprised that the discount was so great.
I wondered if I'd offered too much.
When one salesperson bought over $300
worth at the staff discount, I wondered if
I was being taken advantage of!
I shouldn't have worried.
As more and more of my products filtered
into their hands.. and into the hands of their friends and family... they developed more and more stories
from their own uses.
These were real stories. Stories that were
credible. And stories that were sincere.
And that sincerity came across when they
Like with the gentleman at the beginning of
He bought our product, in part, because my
salesperson actually used the product.
And when that gentleman expressed some
doubt, the message came across even stronger
It's a good product. One that we actually use.
Suggestion for today:
Make it easy for your to take your product home
and develop their own stories; Offer them the
best possible staff discount you can offer.
As your salespeople integrate their stories into
their sales presentations, they'll sell more. And you'll make more.