This is my point: selling is not just about the item that you sell for a particular company, it is about the image that company portrays. If the company has values, you should expect those values to be reflected in the way they conduct business. Compelling stories come from how they protect their environment or how they treat their employees. Does the company create their own designs or do they copy them from someone else? What companies are they affiliated with and who do they make things for? Does this company make me want to sell their product? Or does this company deserve for me to sell their product?
A compelling story can make the difference in selling a $3,000 piece of furniture as opposed to a $600 piece of furniture. The compelling story is important to the end consumer because it makes them feel connected to the products they purchase. Emotions are a huge part of any significant purchase. They can sway people’s decisions and mean the difference between ‘I like my new bath,’ or ‘I love my new bath.’ Not every company has a compelling story, but almost every MANUFACTURER does! I challenge you to find the compelling story in the manufacturer’s products that you sell and use that story to your advantage. Share those stories with your customers and help them connect with the products they love.
Even showrooms have compelling stories and interesting histories. These too can be used to your advantage when competing for a customer’s emotions and money. If your company has a special or interesting compelling story please share it with me. You could be in for a surprise. It may even be printed. You can email your compelling story to firstname.lastname@example.org .