5 Ways to make your story a convincing one.
So you have a story, And it works, and people respond to it, and it's all sunshine and rainbows. Only one problem - they hear you out, they get swept away by your ability to tell it - but they don't take the next step that you need them to take, aka they are not becoming clients.
We've all done that, as consumers I mean. We hear a great story, we feel that this is something we can really relate to... And that's it. Nothing happens past this point. How to make your story go the extra mile for you? Here are five tips that will take your sales pitch to the next level.
1. We are all focused on ourselves, before anything else. Embrace this, and don't try to change it. People won't care about you, and they won't care about changing the world, in general, or changing someone's life, in particular. What they will care about is what's in it for them - it's more than added value, it's how your product is going to make them feel, what sort of public persona will it create for them, how can they earn from it, that sort of thing. How to use that? make sure your story ends with a "what's in it for you" message, one that is very blunt and to the point.
2. People respond better when there's a shortage and/or a deadline. This means that for physical products, make sure to add something like "we only have a few more of these", or even better - "that's the last one". People tend to buy stuff they were just curios about if they are told that it's the last one in and it will take time to come up with more (think of a time when you called a store to ask if they have something you were looking for. If they told you "yeah, we just got a new shipment, we have lots of it", you don't feel like it's urgent. But if they tell you that "let me check, I think I have one last one still here, if it wasn't sold yesterday... Oh, great, it's still here, but I can't hold it off for you" - you would probably beg for them to keep it aside for you, and not only would you buy it, but you would also feel grateful they allowed you to pay them. Yes, we are all idiots, but it works!). If it's not a physical product, create an offer that is attached to a deadline - "it's free only until tomorrow evening", "next week the prices will go up significantly, etc". We all know these tricks, but they still work, so why not make the most of it?
3. People appreciate more things they had to work hard in order to get them. It may sound like we all love free stuff, but the truth lies in the exact opposite. It's like playing "hard to get" when starting a relationship. Now, we are all adults, and we all hate these games - but it works almost every time. Why? because we appreciate more things that did not come easy. That's also why a lot of the people who win the lottery lose all their money after a short while. We just don't think too highly on stuff we got without working for it. How to use that? Don't be too obvious in your desire to sell. Don't push too fast and too hard to "close the deal". Make it so that the person you're talking to gets the feeling like it's not so sure he's right for you. That's what Tesla did, in a way, by selling cars that are way over the price range of the average Joe. That created a brand that was out of reach for most, so when they finally made a car that you can purchase for $35,000 (still not cheap at all), people went crazy with their orders immediately. Why? because something that was hard to get suddenly became remotely possible - and all was willing to go the extra mile.
4. People need consistency. This one is going to sound kind of stupid, but I promise you - if done right, you would be amazed with the results. The idea is that we are all consistent creatures, and if we start with a certain trend, it's more likely that we will continue with it. So for example, if an NBA player will not miss for five shots in a row, most of us will assume that he will not miss the next one as well, even though every throw actually stands on its own, and they all miss from time to time. How to use that? simple. start your sales pitch (which can be placed in the last segment of your story, but not before) with a question or an argument that they will have to agree with. Not something idiotic, but something you know what their answer to is going to be. If you have another one that they'll agree to, go to that after. For most people, saying 2 "yes"s in a row will highly increase the chance of them saying "yes" to the third question or argument. It's not something that will work 100% of the times, but for the times that it will (and it's a vast majority of the times), isn't it worth building your pitch like that, just in case?
5. People appreciate eye level conversations much more than fancy business jargon. It doesn't mean you should "yo" them, or talk like you're "from the hood" - especially if you're not, as if there one thing that is known to be the turn off of every sale, that's dishonesty and lack of authenticity. What it does mean is that whether you're a B2B or B2C business, you are dealing with people. And people, by nature, like to take the shortest route that they believe will fulfill their needs. So stay simple, talk at eye level, don't use fancy words if it's not a must (don't ever, ever, say "yo dog" to a judge, for example!). Talk as if you're talking to your friend. Casual can win you a lot of points, especially since everyone who is after the same client for the same reasons probably bored them to death with their high and mighty attitude.
Above all, try to make yourself lovable. Don't be too much of a wise ass, don't insist on being the smartest person in the room. In the end, regardless of your industry and product time, people are buying stuff only from other people. It's that simple.
Would love to get your feedback after you have tried one or more of the technics above, so leave a comment below!