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Articles    H2'ed 5/29/12

Stories That Sell Because They Are Based on Values and Identity

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Message David Garfinkel

If you have a business or you have a job in sales , you can easily tell your prospects honest stories that will bond them to you quickly and make it much more likely that they will buy from you.

Beyond that, you can write these stories in your marketing materials and get similar results.

You must have heard the old saying: " People buy from people they know, like, and trust." And it's true.

Sure, there are times when you have bought from someone you couldn't stand. You might buy a hot dog on the street from a stranger who you don't know.

And there are certain kinds of salespeople that no ever one trusts, it seems, but we still end up buying from them.

Yet, by and large, given the choice, you would rather buy from someone you know, like, and trust -- wouldn't you?

Of course you would. But let me ask you something: How do you know you like someone? How do you know you trust someone? How do you even know that you know someone?

This could become a long, philosophical discussion. You and I might enjoy discovering how we get to know people and what are the steps to getting to like someone and building trust. And, truth be told, it's probably just a little different for each of us.

But many of us need a shortcut, a tried-and-true method, a simple technique that can build the feeling of "knowing, liking, and trusting" in our prospects' minds, even before they have ever met us.

And fortunately, there is such a method.

It has to do with sharing your own personal / or your company's core / values and identity in a story.

Very few people even try to do this, and of those who do, even fewer do it well. But don't worry about doing it well. If you make a sincere attempt, following the guidelines I'm about to give you, you will go a long way towards creating that kind of bond with your prospects.

They'll end up saying (or writing) things like, "I don't know why, but I could tell he (or she) was the kind of person I want to do business with."

Values and identity are why.

Here, step by step, is how to develop a sales-inducing story as you share your values and identity with your prospects:

Part 1

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David Garfinkel is a mentor to high-powered business people. He is based in San Francisco.
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