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MRKT3050StorytellingasaSalesTool.pptxStorytelling
MRKT3050 Contemporary sales in the global economy
The “Picture” Close in Just Ninety Words
Legendary Salesman Zig Ziglar shared a story in his book, “Secrets of Closing the Sale” which provides a great example of using storytelling to close a sale. It comes from a New York Times story about how a New Jersey housewife’s feelings for her home, combined with her sense of what makes good advertising copy, in one day sold a home that five brokers had carried for three months.
Mr. and Mrs. Lowe decided to sell their two-bedroom home to buy a larger one since space was becoming a problem. The brokers ran typical, standard ads like “Cozy six-room home, ranch style with fireplace, garage, tile baths, all hot water heat, convenient to Rutgers campus, stadium, golf courses, and primary school”.
As we know people do not buy facts or even benefits unless they can see how the benefits translate to their own personal use.
(Ziglar, 1984, P. 248-249).
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The “Picture” Close in Just Ninety Words
After three months on the market and no interest, Mrs. Lowe ran an ad herself.
We’ll Miss Our Home
“We’ve been happy in it but two bedrooms are not enough for us, so we must move. If you like to be cozy by a fire while you admire autumn woods through wide windows, protected from the street, if you like a shady yard in summer, a clear view of winter sunsets, and quiet enough to hear the frogs in spring, but city utilities and conveniences, you might like to buy our home. We hope so. We don’t want it to be empty and alone at Christmas”.
Word pictures should either paint beauty, luxury, love, satisfaction, enjoyment, success, or performance. They must paint the prospect in the picture for maximum effectiveness.
(Ziglar, 1984, P. 248-249).
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The Magical Science of Storytelling by David JP Phillips, TEDxStockholm
