True Stories Sell
People don’t buy what you do, they buy why you do it (according to VAR Marketing).
“The Golden Circle” as a framework
The Golden Circle framework helps to develop a clear message. Why? Because if you don’t know your why, then customers can’t know your why.
Every personal development program I’ve ever gone through (as well as several business programs) insists that we live in an “inside, out” society, world and even universe—that is everything begins with a purpose. What’s yours? Your company’s?
Think about it for a moment.
Isn’t your best sales person the one with the most passion and enthusiasm?
Mine have always been. Wouldn’t you agree that passion and excitement come from the inside out? You can encourage it, ignite it, but you can’t force it.
If you don’t know:
- WHY you get out of bed in the morning
- WHY you sell what you sell
- WHY your solutions are the best
- WHY your customers should buy from you rather than from your competitors
…then you’re selling from the outside in, which is opposite from our biology.
In Roger Dooley’s book, “Brainfluence,” he uncovers that 95% of our decision-making is not affected by conscious rational thinking. In fact, our decision-making is motivated largely by our emotions and our ability to trust.
That’s where the old proverb, “facts tell, but stories sell,” comes from. It’s because stories appeal to our emotional brain, where the vast majority of our decision-making is done.
Who needs customers when you can have raving fans?!
To create raving fans you have to sell belief and trust. Do that and you’ll have “A” customers that buy from you again and again for years, for decades even.
The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe. —Simon Sinek
Do your employees believe?
Do your customers believe?
Do YOU believe?
Answer yourself truthfully. Don’t just put a smiley face sticker on it.
If the the answer isn’t a resounding YES with a clear reason WHY, then I encourage you to redefine your company, your role in it, your employees’ roles. Present it with passion, belief and trust. And just watch what happens — it’s truly magical.