getting personal
In all cultures there are certain rules and norms which citizens are expected to adhere to. This is particularly true in "polite society" and business contexts. And while I appreciate the value of rules and norms as a guideline, I always felt some were meant to be bent, if not broken entirely.
"Professional decorum" dictates that we don't get too personal with our clients and prospects. But I truly believe that the people we work with and sell to are really craving that personal touch.
Storytelling is an art, as much of life is. Being creative within the context of a business relationship is an amazing way to make and keep lifelong clients and customers.
Our goal is to create rapport powerfully and quickly with all of our prospects and one of the fastest ways to this is this statement: "Let me share a secret with you. . . " A secret? Aren't secrets exciting? Doesn't the word 'secret' make you want to know more? When someone shares a secret with you, don't you feel special, like you're about to be in the know.
When you work 'secrets' and personal anecdotes into your rapport building, you increase the amount of and the speed with which your prospects begin to trust you. Of course, keep it within reason. You want these stories to be pointed and geared toward the matter at hand (i.e. what you're selling).
In seminars I often share personal stories from my youth. I have even been known to really open up about some mistakes I've made in the past as they relate to persuasion in terms of not really completely understanding that honesty and integrity have always got to be the highest things on the list. These are very difficult stories for me to recount because I'm not particularly proud of tactics I used as a young man. It's not pleasant to relate things that I feel are real blotches on my personal inventory. And yet, because I have learned from my past, overcome incongruencies in my way of existing in the world, a little discomfort can be endured because I'm making a point, teaching a lesson on what to do and what *not* to do.
Not only do I tell my stories to my students, but I also step outside of my personal narrative to show why storytelling is such an important aspect of persuasion. We can be artists at anything. We can attain a level of expertise at anything we really set our minds on. Our natural strengths may be a level of artistry in business or finance and we may have to work at being artists in the kitchen or with a musical instrument. But these things happen as a result of our consistent practice and intention to learn. I wasn't born the persuader I am today. I have put years into learning this skill and have gained my level of expertise through constant study and desire to be the best.
So for your story, make sure it relates to what you're selling and start with the ending. Reverse engineer it so that you begin the story with, "Let me tell you a secret. . . " Stand back and watch the rapport and trust increase in magnitudes. All of us crave a good story.
Article Source: http://www.search-raven.com
About the Author
Kenrick Cleveland teaches strategies to earn the business of affluent prospects using persuasion. He runs public and private seminars and offers home study courses and coaching programs in persuasion strategies.
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by: KenrickCleveland
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