10-19-2009 03:37 PM
In Marketing “Facts tell, but stories sell”. Why is this true? Before the written word, prehistoric peoples used stories, or what anthropologists call oral traditions, to pass down vital knowledge and information. The knowledge and information in these stories was detrimental to the survival of these peoples. Along with moral lessons, these stories contain facts: How and where to hunt game, when and where to plant crops, when to harvest crops, etc…
Why are these facts placed into the context of stories? Unlike facts, which, on their own, need to be memorized in order to be retained, stories (knowledge, meaning, and facts contextualized, and delivered with emotional impact) only need to be remembered. According to Roger C. Schank, a cognitive scientist, “Humans are not ideally set up to understand logic [or facts]; they are ideally set up to understand stories.” It’s hardwired into our brains. It’s part of our subconscious. It’s who we are as human beings.
Think about your experiences and the knowledge you posses. How is all this information organized in your mind? How do you explain it to others? How do you relate to others and their experiences? Through stories.
12-22-2009 02:14 PM
Yes Chills, this is a spot-on analogy, and like the great salesman once said "sell the sizzle, not the steak".
But as most salespeople will attest, the message of the story is absolutely dependendent on the story-teller.
The more accurate the "facts" in the body of the tale, the mental recall is easier, and consequently more
accurate. Take the histories of Bill Gates & Steve Jobs, with irrefutable "facts" the story becomes "chiseled-in-
stone". So, my advice when telling a story to a potential buyer or end user of your product or service, you will
need to focus and perfect the art of linguistics, and body language as well.
12-29-2009 02:42 PM
This is very true. When trying to sell clients on the services for finding lower prices for technology and software that I and my company provides, I have a story I tell from personal experience that always hits home...and it goes like this:
"You know, I had a client 6 months ago, who was looking for a new server and he found one through (name omitted) for just shy of $10,000. I told him to send me the specs and I'd see if I could bring down the price a little bit...and I was able to...down to $6,954! And I tell you, that price didn't hurt anyone in the deal, and we all were happy for it."
You would be surprised what a little true story can do for a potential client's confidence. It works...so much so in fact, that some of our newbies heard my story and use it as one of theirs!
06-15-2010 02:24 PM
I so agree with the story that sells.... I think the body language and way of telling the story will engage the listener and if the
content is interesting and correct/exact once engaged and paying attention, the story and consequently its content will be
remembered and if prepared for impact the results will follow. But most of all I always hope that the listeners will remember me!
Often enough it could even be a personal story or experience with which one feels one connects on a personal basis with the
future client, when the personal liking will make the professional follow up so much easier... and more likely successful.
I almost forgot about using short story telling with brand new contacts, or in prospecting I will work on it and by using it consistently perfect it! In person and even in written language....
These comments were a good refresher for me.
To all thank you
Your Chicago Connection