| Tell the Story December 4th, 2017 by Bill Boyajian |
When I dine in a restaurant, particularly one that is new to me, I like to ask my server what she likes on the menu. I want to hear her story about what she likes and why she likes it. She may also give me some added info about what the chef does to prepare it or something unique about the dishes she likes. I also like to gauge my server’s enthusiasm for what she’s telling me.
Isn’t that what selling is all about? Having a product or service worth sharing with others and telling the background story behind it. That’s where a lot of sales are missed. Salespeople are often ill-equipped to talk about a product or their service or their store in a way that conveys knowledge and enthusiasm. They are often even less inclined to romance a piece or describe its distinctiveness. But even before you start talking, you need to ask the right questions to get a conversation started and to develop a rapport with a customer that sells yourself and your business. First impressions are critical, and when we can connect with people on their level we have a much better chance of gaining their trust. Trust may be the most vital element in selling. No one wants to buy anything from anyone they don’t trust. So the next time you engage someone in selling – maybe even today – begin by asking the right questions and telling a story that connects you with your customer. You’ll be much more successful if you do. Tags: Advice, Business Development, Buy, Connect, Conversation, Customer, Customer Service, Customers, Describe, Dislikes, Distinctiveness, Enthusiasm, Knowledge, Leadership Excellence, Likes, Menu, People, Product, Question, Questions, Rapport, Reputation, Responsibility, Restaurant, Romance, Sales, Salespeople, Salesperson, Selling, Server, Service, Story, Success, Successful, The Mind of a Leader, Unique |
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“I needed help orchestrating a succession plan for our business. I had heard that Bill Boyajian specialized in assisting owners to transition their business to the next generation. He knows how to bridge the generation gap and deliver what each needs to hear. I would recommend Bill to any business owner who needs advice on succession planning from a trusted outside professional.”
–Charles Denaburg,
Managing Partner,
Levy’s Fine Jewelry
Birmingham, AL
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Leitzel Fine Jewelry
Hershey & Myerstown, PA
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–Ernie & Debbie Cummings
Kizer-Cummings Jewelers
Lawrence, KS
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