How to teach a lesson by offering two alternatives
The new hire stood to be better heard, “If you were to give us any advice on how to be successful in our new sales role, what would you tell us?” The young woman had raised her hand on the first day of the sales new-hire training class. The tenured Sales Manager had just finished presenting a “What to expect in your first 6 weeks” presentation.
He has several choices for his response. He could offer a laundry list of “to do” items. He could pontificate about how important attitude will be for them. He could also simplify it by boiling it down to a quote from a great sales guru like Zig Ziglar. But, he chose to go a different route. He chose to offer the group something much more memorable.
The Two Paths Story
This template is a simple template which showcases two different individuals on two different paths. The paths are different because of the choices made by each individual. The audience will naturally contrast the choices made, the experience on each path, and the end results.
The first path usually sounds reasonable and right. The choices made fall in line with the choices most reasonable people in that position would make. The audience can relate to the experience.
The second path contains a surprise for the audience. The second path can flip normal thinking on its head. It is the unknown or the unexpected that gets their attention.
The story invites two things:
- The audience will inject themselves into the story. Were they the type who would have chosen the first path? Would they rather be on the second path?
- A comparison between the two paths and the associated outcomes. This is the learning element. It teaches the lesson through the story and since they have already placed themselves into the story, they will remember this lesson far longer than just telling them to do something.
What did the Sales Manager say?
Here’s the story the Sales Manager gave to the new sales representatives so they could learn to focus on the customer instead of just on the products being sold.
It’s interview day 12 years ago and I’m a new Sales Manager doing my first set of interviews. Back then I was working with a different company and we had been given a script on what to ask our sales candidates. One of the questions was actually not even a question. It was a command. At the end of the interview we were instructed to hand our pen to the candidate and tell him or her, “Last thing before you go… sell me this pen.”
The first candidate to hold my pen looked a little confused at my request, but then I could see the confidence come back to his face. He began by pointing out some of the unique features of the pen, like the black and silver styling, which would go with both formal attire and casual. The benefit of that being I will always look good and be prepared to take notes! He continued with a few more Features, Advantages, and Benefits of the pen before closing the sale and asking me if I’d like to buy the pen. Classic FAB selling done very well.
The second interview ended the same way, with me handing over my pen. This time I got a longer, more puzzled look at first. She thought for a moment, offered a half smile that verged on a smirk and she raised her eyes to meet mine. Her next comment surprised me. “Why do you want to look at pens today?” For the next 5 minutes, she continued using questions to uncover my need. She successfully uncovered the pain I was trying to eliminate with the purchase of a pen. I had self-diagnosed my need for a pen to solve my issue, but before she began selling me anything, she wanted to uncover the problem I was trying to solve.
You might be thinking the second candidate got the job while the first didn’t and you’d be wrong. They both got the job. But within 2 years, the first candidate was reporting to the 2nd candidate. What she did differently was focus on customer’s need and not the product we’re selling.
You want advice on how to be successful in your new role? Focus on the customer, not the product.
Why does this story template work?
Our brains love to play games and the two paths create a simple game of comparison for the audience to play. You’ve been playing this game since you were very young. If you used to watch Sesame Street on PBS (am I showing my age?) then you remember the little sequence called “Which of these kids is doing his own thing?” Since a very early age, we’ve all loved to compare items to each other to see what we can learn.
If you can provide a comparison game for your audience, along with a lesson to be learned, they will love it! It’s much more memorable than just telling them to focus on customers more than products.
I challenge you to try the two paths story this week! Let me know how it goes.
Until next week,
Russ
Let’s connect…
on Twitter if we haven’t already?
OR Let’s connect via my Facebook page!
iSpeak teaches workshops on Professional Selling to help sales leaders gather the most important data and then use that information to create the right message. Are your sales presentations closing eyelids or deals?R
Russ Peterson Jr. is the co-founder and Managing Director of iSpeak, Inc. – An award-winning professional development training company. Russ is a speaker, international trainer, and published author on Professional Sales Communication and Business Communication. He delivers workshops, keynotes, and personal communication coaching services to business professionals in the US and around the world. His leadership blog assists leaders in giving voice to their vision. You can connect with Russ directly through Twitter, Facebook and LinkedIn.
Please note: I reserve the right to delete comments that are offensive or off-topic.