I watched the Voice talent competition tonight with friends. The last two singers where battling it out on stage when someone asked my friend who she was rooting for, she said “the guy on the right”. The competition was great to watch because there were two really good singers, but only one would win. In the end, it was the guy on the right who won the opportunity to go the next level. My friend let out a loud cheer which was a little out of the ordinary for her usual quiet manner. The guy was good, but so were many of the other singers we saw during the performances. I asked her why she voted for him and she said “he had a good story.” Really? A good story, I thought this was a talent competition?
Creating or telling your story can help you increase profits in your business. People like, no, they love to hear and be a part of the story. You can accomplish more through story selling vs. just selling. Tom's Shoes was a phenomenal success because it is a good story. Our money is a part of us and every single person that spends a dime spends it because of how they feel about what they are buying. It doesn’t matter if it’s paying a bill or buying a luxury item, there are feelings associated with your spending. If you can tap into that fact, you will increase your profits and gain loyal customers at the same time.
How do you want your customers to feel about you and your company? Do you want them to see you as a trusted authority? Do you want them to see you as a family man or know that you have a concern for the environment? The way you want them to see you is what you need to show and tell them about you.
People buy into stories; they’ll pay over and above for a great story. It makes them feel good in their hearts and it gives them something to tell their friends about.
Do you remember going to a bake sale that was really a fundraiser for a worthy cause? The cake may cost five dollars,you give more than five dollars. You're not buying cake; you're buying participation, happiness and the pride that comes from a great story.
Have you told your story yet? You may be wondering what makes a good story. A good story is first transparent. Don’t tell the story if you have something to hide. Tell your story from a professional but vulnerable place. It’s okay to tell the story of your humble beginnings and how your persistence and hard work has been the reason for your success. It’s okay to share how all you really wanted to do was have enough money to send your kids to college and how your dream business grew into so much more than that.
Tell the story of how you always had a desire to help people or to make a difference in your community.
Story selling will increase your profits because it will invite your customers to come closer to you as a friend not just as a customer. No one likes to be “sold” to but everyone likes to have someone share with them.
Grow your business by finding your story and sharing that story with those that you serve. It will increase your profits and create customer loyalty by turning buyers into friends.