Remember: The sales is in the tale!

Bill believes that people buy logically when they have enough information. 

This causes Bill to constantly push out data and numbers to potential buyers. He thinks there is some magic tipping point, and with just one more fact, he will suddenly make people see the light and buy.

John believes that people buy emotionally and then back it up with logic.  John knows that the best way to tug at people’s heartstrings so they open their purse strings is through storytelling.

Time and again, John has seen that when he converts his elevator pitch to an elevator story, people are intrigued and want to know more. 

John has seen that when he turns a boring case study into a compelling case story, he wins the sale. 

Case Study (Bill) vs. Case Story (John)

Bill decided to push out facts to doctors to get them to buy his medical tech product.

“Other clients of ours have seen that our equipment makes the surgery go 30% faster. Do you want one, Doc?”  

He was frustrated with many doctors who said, “Let me think about it.” 

What is there to think about?, he wondered.

On the other hand, John decided to tell a case story that sounds like this:

“Imagine how happy Dr. Higgins was at Long Beach Memorial 6 months ago using our equipment when he was able to go out to the patient’s family in the waiting room an hour earlier than expected.

If you have ever waited for someone you love to come out of surgery, you know every minute feels like an hour. Dr. Higgins put that family out of their waiting misery and said: ‘Good news! The scope shows they don’t have cancer. They will fine!’”

The doctor turned to John and said, “You know, the reason I became a doctor is for moments like this.“

John tells this case story to another doctor at another hospital who says, “That’s why I became a doctor, too! I want your equipment.”

Bill pushes out information.

John pulls people in with a story.

Which type of salesperson do you want to be?

Pushy or Magnetic?
Forgettable or Memorable?
Struggling or Soaring?

The person who tells the best story wins the sale every time. If you want to learn how to become a black belt in storytelling, then your next best step might just be investing in “The Sale is in the Tale.” 

Just as Disneyland has signs that say you have to be “this tall” to ride the ride, we want to make sure you’re the right fit for this program. Click here to see if you qualify