A Worksheet for StorySellingTM
-the art of selling happily ever after-
Turning facts into Stories-
Heres a step-by step process:
#1. Select the greatest benefit of your product/service.
#2. Recall several examples of a dramatic success or failure related to your greatest benefits. Select the juiciest one!
#3. Recall three people (or less) who were affected or influenced the success or failure. These are the characters.
#4. Find one event that triggered the dramatic success or failure. This is the turning point.
#5. List how your characters were affected or what they learned as a result of the turning point. This is the payoff of the story.
#6. Describe what your characters knew or how they acted prior to the turning point. This is the set-up of the story.
#7. Link the set-up, turning point and payoff. This is the plot of your story.
#8. Ask a tie-in question that relates your story to your prospect and brings him closer to the sale.
#9. Make sure your story has a point that is as sharp as can be. Is its message obviously relevant to the sale?
Example:
You sell financial planning services. You offer a full range of investment services, estate planning, insurance, and tax strategies.
Lets go through the StorySellingTM process.
#1. Select the greatest benefits of your product/service.
Obviously there are many benefits. Start with the one that your clients mention most often. You decide that the greatest benefit is the peace of mind your clients experience by having their financial house in order.
#2. Recall several examples of a dramatic success or failure related to your chief benefits. Pick the juiciest one and list the facts.
One of your clients is a pharmacist. You insisted she fund her retirement before committing her disposable income to an enormous home. She followed your advice and bought a home that fit her budget after her retirement was funded. Two years later, she and her pharmacy were sued and she lost her job.
#3. Recall three people who were affected or influenced the success or failure. These are your characters.
You, your client, one of her customers.
#4. Find the one event that triggered the dramatic success or failure. This is the turning point.
One of your clients customers told her how much he and his wife enjoyed their retirement. After your client listened to him, she decided to take your advice and fund her retirement plan and take on less debt with her home purchase.
#5. List how your characters were affected or what they learned as a result of the turning point. This is the payoff of the story.
Your client learned the value of peace of mind related to her finances when she and her employer were sued. The last thing she needed was huge debt and more money worries during that time in her life.
#6. Describe what your characters knew or how they acted prior to the turning point. This is the set-up of the story.
Your client was a recent graduate from pharmacy school with no experience with financial planning and limited business knowledge. She was ambitious, optimistic, and bright. She resisted your advice.
#7. Link the set-up turning point and payoff. This is the plot of your story.
Now heres a story that puts all the pieces together. It can be told as a part of the sales presentation or in response to a question about your services.
The Set-up
Mr.Prospect, the biggest I offer is the peace of mind of having your financial house in order. Susan Wells is a client if mine in Chicago. I first met her just after she landed her first job as a pharmacist. She was right out of school. She was bright, ambitious and saw the world through rose-colored glasses. Her number one goal was to buy a smaller house. We disagreed and her financial planning went nowhere.
The Turning Point
One day one of her regular customers, who was getting a prescription filled for his wife, told Susan how much fun he and his wife were having being retired and traveling. Susan loved his big grin and silver hair. Susan told me later it was his influence that led her to take my advice of funding her retirement and buying a smaller house.
The Payoff
Two years later Susan and her pharmacy were sued. During the long legal process, Susan experienced enormous stress. Eventually, she lost her job, but not her house. Today she would tell you she learned how important financial peace of mind is when theres chaos in other areas in your life. The last thing she needed was huge debt and more money worries during that time in her life. Today Susan has her career back on track is very successful. You remind me of Susan.
#8. Ask tie-in questions that relate your story to your prospect and bring him closer to the sale. These questions may prompt them to tell you their story-which is an excellent way to get more information. The responses to these questions will tell you if the prospect had related to your story.
Can you put yourself in Susans shoes and understand how having your financial house in order can offer tremendous peace of mind?
Have you or someone you know had a crisis like Susans?
So you see why Im encouraging you to get your financial house in order?
This story is relevant to the sale and puts financial planning in context with the real world of lifes ups and downssomething in which everyone can identify.
I hope this worksheet helps you put together some great stories. StorySellingTM tales practice. If youd like putting StorySellingTM to work for you, contact me.
Paul Homoly
Office 704-342-4900
Fax 704-342-4995
e-mail phomoly@mindspring.com
