In every market segment there are tons of sales reps that look good and smell good just like you, queuing up to homeowner’s doors and buyer’s offices every day. Additionally, virtually all of you sell good to great products and services and flash around glossy brochures describing your wares.

Facts Don't CountBefore I get to my point today, let’s see if we can take a page from an industry that generates nearly $2 trillion and captures the imagination of millions of Americans each year. Of course I’m referring to the business of entertainment, where ideas and stories are brought to life, culminating in big bucks and worldwide adulation and recognition in the form of Academy Award’s, Golden Globe’s, The People’s Choice Awards, etc.

Just like in the movies, a great sales story can alter the purchasing habits of large groups of people, and catapult your solution forward much better than information alone. Prospects constantly hear your slogans and braggadocio to the point they become bullet-proof. But when you begin to show what you are offering and illustrate that with solutions and results, you possess a high powered vehicle far more successful than just reciting features and benefits.

You have no doubt experienced from the movies that even intriguing stories are only as good as the person telling the story. Ten years ago, in 2006, a very successful John Wayne flick entitled The Alamo was remade, but it turned out to be a major flop. It cost $145 million to produce, but only generated $26 million in revenue. So remember, you must be the actor who can bring the story of your product or service to life in a way that will leave a lasting impression on your audience and culminate in tons of sales. To help you accomplish this feat, here are a few tips for delivering your sales story successfully.

Sensationalize – Great stories are dramatic. Make a movie of yourself (video record) to ensure your sales story passes the “ho hum” test. If not, you had better revise it and ramp it up so that your solution is the crescendo of the conversation and packs some intensity.

Speak in 3D – Remember that buying and selling is a sensual activity, involving multiple senses. Your presentation should create word pictures for your prospects and affect them like when they watch a three-dimensional thriller in an IMAX theatre. That said, don’t get carried away and “go Jim Cramer” on them. Weigh your words, so you don’t have to eat them afterward.

Specificity rules – They don’t care how much you know; they want the pain to stop. Pinpoint a few key details so as to avoid overwhelming your buyer and seeing their eyes glaze over. Use specific stats when appropriate. For example, “eighty-percent” rather than “most” or “four” instead of “several.”

Sales ConsultingStartle buyers – When you attend a movie how often does it begin with an extensive introductory tutorial? Just never. It starts with the squealing tires of a getaway car leaving the scene, or a bomb squad robot trying to defuse a terrorist’s explosive device as the big red numbers steadily tick down toward zero. Action is what movies begin with, and that’s not an accident. It’s because viewer’s attention spans last about as long as a Perseid meteor shower. When it comes to presenting your wares sales prospects are not very different. They don’t and won’t give you long to be good or be gone.  Don’t waste that time on a lot of background and/or history. Go big; they will be able to keep up.

Stagger prospects – Remember the NCAA National Championship football game played last month between Clemson and Alabama? Bama Coach Nick Saban ensured his permanent place in football coaching history by calling for a mid-4th quarter onside kick that was perfectly executed and, to a man, caused the Clemson team to not know whether to scratch their watch or wind their butt! Even Saban flashed a devilish sideline smile, if you were watching closely. Then, two plays later, Bama bombed the reeling Clemson guys with a 51 yard TD pass to O.J. Howard, who ran right past a flat-footed, dazed defender. Alabama nailed it and never looked back! When you’re selling, know your ending and then nail it.

Start rehearsing – It takes practice to tell a story with impact, even if you know it well. Actors don’t wait until they get a part to begin rehearsing, so don’t wait until you have a scheduled meeting with a prospect before beginning to practice your story. Consistently rehearse them prior to needing them.  Having a good story ready to go at a moment’s notice will give you greater confidence and free you up to really focus on your prospect.

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