Have you noticed how the word
" narrative " is all pervading our conversation of late?
Whether it’s the 'impact of premium narrative games in the
App store', or that 'the West must disrupt the ISIS narrative' , or exposing an opposition’s 'false
narrative' the word NARRATIVE is used
almost everywhere at the moment.
Telling Your Story
All salespeople need to have the ability of telling the
story of their product, service of company as part of their skills set. You may
need it ready for your elevator pitch,
the writing of white papers, or for formal presentations.
A good narrative is like a recipe – certain
"ingredients" need to be part of the mix for it to be a success.
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| Frame Incident Gratification FIG |
The Olive Tree and the Fig Tree - an Aesop Fable . A ancient story told in just 77 words
THE OLIVE-TREE ridiculed the Fig-Tree because, while she was
green all the year round, the Fig-Tree changed its leaves
with
the seasons. (Frame)
A shower of snow fell upon them, and, finding the Olive full of foliage, it settled upon its branches and broke them down with its weight, at once despoiling it of its beauty
A shower of snow fell upon them, and, finding the Olive full of foliage, it settled upon its branches and broke them down with its weight, at once despoiling it of its beauty
and killing the tree. (Incident)
But finding the Fig-Tree denuded of
But finding the Fig-Tree denuded of
leaves, the snow fell through to the ground, and did not
injure it at all.(Gratification)
Now lets take a closer look at the three ingredients of a story
 |
The current National Gallery exhibition
demonstrates how
frames – designed as removable items
to enhance a painting only since the early
1500s
– can be considered works of art in their own right,
and can transform
the way we look at paintings.
Well worth a visit and it's free! |
Like a frame for a picture that sets the painting in a
particular space, so a narrative benefits from a fitting frame
Framing the context is the element most neglected by salespeople.
Without framing your context, your story may confuse or bore your audience.
The frame provides the background information that listeners
or readers need to make sense of your story. It should also spark their
interest and make a connection, so that they care about what you have to say.
Context needs to address four key questions.
1. Where and when does this story take place? – Establish
the "when" and "where" of your story, and clarify whether
it's fact or fiction.
2. Who is the main character? – This needs to be someone who
your audience can connect with. In most cases, you are the main character.
3. What does he or she want? – Explain what your main
character wants to accomplish.
4. Who, or what, is in the way? – Every story needs an
obstacle or villain. This can be a person, an event, or a challenge.
Here is a sales story that
shows age and lack of capital are no
barrier to entrepreneurial success. What is needed is an idea that is actioned
through planning and dogged persistence.
Example:
"He was 65 years old when he received his first social
security check of $99. He owned a small house and a beaten up old car.
Incident
We engage with a narrative packed with incident
Every great story needs incident: ups and downs, setbacks,
conflicts, failures, and battles. The incident is where we experience defeats
and learn lessons.
In your story, your main character must "do" something.
Ideally, he or she will experience a setback, failure, or problem along the
way. Obstacles create tension and forge an important connection with your
audience, because everyone experiences them daily.
 |
| Frame Incident Gratification FIG |
He made a decision that he had to change things. The only
idea he had was a chicken recipe which his friends liked. With that idea in mind
, he took colossal action. He left his home in Kentucky and travelled to
many states in the United States to sell his idea.
He told restaurant owners
that he had a chicken recipe that people liked and he was giving it to them for
free.
What he wanted in return was was for the restaurant owner to pay him a
small percentage on the chicken pieces sold.
Gratification
At the end of your story, you reveal your main character's
fate. You also need to explain, subtly, what your audience should have learnt
from this result. What is the moral? Why did you tell this story?
Example:
He got rejections after rejections but did not give up. In fact he got over 1000 rejections. He got 1009 ‘no’s before he got his first ‘yes’.
With that one success Colonel Harland Saunders changed the eating habits of the whole world with Kentucky Fried Chicken "
 |
| Frame Incident Gratification FIG |
The above is clearly a precis of a very remarkable story. Read up about the Colonel on Wikipedia - it is an inspiring life story.
Further Tips as a Sales Story teller.:
Great storytellers know that a powerful story is only part
of what inspires people to listen. Follow the tips below to become a better
storyteller.
Listen – The best storytellers are also the best listeners.
Brush up on your active listening
skills, and give others your full attention when they tell a story.
Practise – Rehearse your story before you tell it. Even if
you practise on your own, just once, in front of a mirror or on your camera phone, this
can improve your storytelling.
Create an experience – When you tell a story, you create an
experience for your listeners. Appeal to all five senses; don't just tell them.
Key Points
Business storytelling is the art of using stories to
communicate and connect with customers, suppliers, partners, and
anyone else involved with your organisation. The purpose of business stories should have a specific goal or desired outcome rather than purely entertainment .
To tell a great sales story, it's vital to be genuine. Use stories that tell other people more about who you are, and why
you're here.
And, don't be too afraid to tell stories that show failure, poor judgement, or mistakes on your part. When you're prepared to appear vulnerable in front of others, you can quickly establish trust and rapport.
One last thought:
Will our business cards in future include titles like Engagement craftsman, Business Narrator, Sales story teller ? After all we have titles now like Content manager and Business evangelist....
Good Selling. Good Narrating folks.
And, don't be too afraid to tell stories that show failure, poor judgement, or mistakes on your part. When you're prepared to appear vulnerable in front of others, you can quickly establish trust and rapport.
One last thought:
Will our business cards in future include titles like Engagement craftsman, Business Narrator, Sales story teller ? After all we have titles now like Content manager and Business evangelist....
Good Selling. Good Narrating folks.
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