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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.



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"Bill Boyajian is a leader people follow, with a proven track record of success. He will provide solutions to your biggest challenges and deliver terrific results."

–Howard Herzog
International Jewelers Block Insurance

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– Pam Levine,
Levine Design Group