Storytelling and content management – it sounds complicated, but it is based on the modern marketing. Its secrets reveal in his book, Michael Bosworth and Ben Zoldan “Masters of sales – how they do it.” Among others for example one of the debates of the election campaign in the United States shows how not to approach the sale.
Especially during the economic downturn, many companies faced with the problem – how to increase the efficiency of sales in an increasingly saturated and competitive market. On the answer to this question are trying to give authors published precisely on the Polish book market “Masters of sales – how they do it.” We publish fragments.
The authors Michael Bosworth and Ben Zoldan show how to effectively increase sales, improve customer relationships and using modern marketing, storytelling and content management.
– Use the power of stories to build a true commitment to business partners in an open dialogue, leading to establish mutually beneficial cooperation – says Mike Bosworth that the book presents many examples of companies that have achieved outstanding results through the use of forms of communication, which is storytelling.
MDESIGN Michael Duława
In the introduction to the book we read a short life and instructive story: One day in the marketplace, which surged by crowds of people, a blind man was sitting. He had a hat for donations, which was based on a piece of cardboard with the inscription: “I am blind, please support”. In addition to passing a man who noticed that the hat is almost empty, it was in just a few cents … He threw a few coins, then – blind without asking permission – took a cardboard box, turned over and wrote something.
in the afternoon, the same man again passed a blind man and noticed that this time his hat is full of coins. The blind man recognized the steps and asked him if he turned around a box and what it wrote. The man replied: “Nothing that would not be true. I wrote this as you, but a little differently. ” He smiled and walked away.
The cardboard was written, “It is spring … and I can not see it.” How long it took you to read this story? Half a minute? Forty seconds? What conclusions can be drawn from it for you? Do you remember her? Imagine that when you read this story, incidentally, attributed to David Ogilvy’emu, father and guru of modern advertising, the world sent 102 million e-mails. Search engine Google has launched 2 million times on YouTube and was thrown 60 hours movies.
How much time around the world to mailboxes, including and your, went spam? How many displayed a banner advertising to people looking for relevant information on the Web? If within 30 seconds have appeared tweets and posts on Facebook? And how many telemarketers calling us to sell additional services or products, were returned empty-handed?
This is the world in which we live – the world of data overload, most of which are only noise information, which we have to pick up the message really important to us. Slowly on the noise immunization or already educated defenses. As in the world to reach the recipient? How to get through the maze of information to be heard, make one reflect on what we say, and remember our message? Well there is a way known to people since the dawn of time – storytelling. It is thanks to, among others, thanks to the managers motivate and inspire people to act, and traders are opening customers for new solutions. (…)
The story of Mike: Encourage the client to be open
When I started selling MRP systems of the first generation in 1975, I was admittedly after any formal sales training, but I was made over 7,500 hours of support provided to customers Xerox Computer Services in the use of our integrated suite of business applications to run their businesses. In other words, helping controllers, kadrowcom, accountants, financial directors and specialists. Sourcing better do their job.
Over time, I met the most common needs of people performing various functions in production companies. So when I was talking with a new potential client told him about how I helped someone else in the same position, so that this person went through and how our system solve their problems. It was the kind of story that almost always inclined customers to be open and shared with me his worries: “Listen, I have a similar situation …”.
I used this story only because nothing else I had in store (and I had no formal training sales). Previously, I worked in the department of customer support, so I knew all their stories – virtually every problem that you could imagine, and every way in which our systems to cope with this difficulty. Just reaching for the story intuitively.
Unfortunately, during subsequent visits ceased to use the stories and the sales cycle because I did not go quite as smoothly nor was so predictable. At that time I did not realize the power of stories. I thought that this is only the initial element – a way to get someone to open up. Knowing what I know today about how people react to the stories, I think of his former business contacts. I imagine if I would have been more effective if I used the stories all the time (…).
The story of Ben: Field distorted reality, Bill Clinton
I remember when in 1992 I watched with a friend one of the debates in the presidential campaign. The meeting was arranged so that it looked like a meeting in the town hall with ordinary citizens, and was attended by George H. Bush, Bill Clinton and Ross Perot. About halfway through the debate moderator pointed to a young African-American from the third row.
– As the public debt of the country has affected the lords private situation? – She asked. The first President Bush had a reply. A friend poked me in the arm. – Did you see that? – He is excited. – Bush just lost the election. – But what? – I did not understand. – When a woman asked a question, he looked at his watch!
No doubt this blunder sparked the debate a lot of comments, but it was only the beginning of Bush’s mistakes. – Well – he Office of the President – I think that the public debt is affecting everyone … – No, no – interrupted woman. – I mean, how specifically influenced you?
Bush looked uncomfortable. When he finally stammered out an answer, in which he focused on the analysis of the semantic questions, he took his place. Then he spoke, Bill Clinton, his answer seemed to me much stronger. I walked away from the TV in the belief that Clinton won.
Many years later, when I began to learn about the importance of non-verbal communication, I came across a detailed description charisma of Bill Clinton: “Makes you feel like you’re the only person in the room”. Commentators agreed that this is his “field distorted reality.” It reminded me of the debate in 1992. I found the record on the internet, to see if her well remembered. Undoubtedly, the answer Bush gave the impression of a rigid, inconsistent and cold. Without a doubt Clinton’s answer was more sympathetic and direct. But there it struck me the most, but the difference in their body language.
I watched the video a few times with the sound off. When Bush gets up to answer, she pulls up her pants as having a bullfighter in front of the bull, and moves away from its seat – like the cowboy upset. In turn, Clinton is raised, passes through the scene and becomes close to the first row – as close as possible of said woman. Bush, answering the question, does indeed a step forward, but he reaches into his pocket. Expression has almost angry. Many times looks away from a woman to ask the rest of the audience. When he finally looks into her eyes, he shakes his finger as if she chastised.
Meanwhile, Clinton turns directly to her, as if she were the only person in the room. His face is sincere and empathetic. His gestures – both hands placed on the chest – means the invitation and warm. Clinton during the response looks at a woman’s face – it proves that maintains a relationship with her. Meanwhile, the expression Bush (open mouth, dizziness) testifies to the fact that the incumbent president already knows that not playing in the same league as Clinton.
In this four-minute recording of the debate of the election I learned everything I wanted, the importance of body language and eye contact. Better I understand how nonverbal signals make up this elusive thing called charisma. It was not what Clinton says – but how.
Copyright (C) 2012 by The McGraw-Hill Companies, Inc.
Copyright (C) for the Polish edition by Publisher Studio EMKAWarszawa 2016
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