As we think of the content, how does it helps tell the story of what your commerce, podcast, etc. is doing to cause customers? This continuation of understanding content and telling your story, I share a narrative when I sold cars for a large dealership in a nice college town. How will this story relate to the content and what it means in building, to the desired result, and decipher how knowledge of the content, in this story it will be the vehicles we sold became an advantage. As the story goes, ask how content was used? What knowledge allowed this content to be sold? How did the Sender/Receiver take place?
In the summer of 2016, working for a Toyota/Volkswagen dealership, the lot had 70 used cars, 150 new Toyota inventory, and 100 Volkswagen vehicles. The inventory was always changing, new products, extras, and stock always had to be updated with competitors pricing, too how we showed our content for this niche brand of customers, the vehicles being Toyota/VW/Used vehicles. With any product, depending on brand awareness, this is an assumption statement, the people who came to the Toyota/Volkswagen lot had the vehicle they intended to buy in intellect. It was on one sales pitch that allowed me to take what the Sender told me and found them exactly the contrary car they came to buy! How and why did they buy a different car? Let’s tell more of the story.
It was a warm Saturday in 2016, a young couple, managed to walk unescorted on the sales lot. The products as mentioned cars, from small, midsize, SUV, and Trucks, both lots, sans trucks on the VW lot. I happened to be on the VW floor as depending on knowledge and testing, some sold Toyota only, some sold VW, and others had the privilege to walk both lots and sell both products, as well being part of the online team bringing customers to the lot via e-commerce. But this day, this customer went against all policy and showed up unannounced ( tip of sarcasm), and we couldn’t do the lots usual sales techniques and get them logged in to the computer. The game plan had to change on the fly, and any veteran sales is happy to greet any and all customers, most cases, can usually tell provided your serious to by a car or just kicking tires. How is it done? We both sent signals showing a need that was being addressed, one they came to the lot looking at one specific vehicle, two, the couple after pleasantries, specified and told me everything about this vehicle, down to the price. What needs did the sender give that were received?
The sender came with a particular good or need in mind, well researched, and from other questions that where posed, the key indicators received: they were not fixated on this car, even though they liked the price, how it drove, and what they knew about the Toyota vehicle. Simple deal right, they bought the used car, and the story ends with how you listened to the customer. Well, yes that happened, but the sent message told me they could pick another with them driving off with a brand-new Volkswagen, paid less than the used car, and had the privilege of putting the first miles on the vehicle. So, how did the customer who fixated on one item, end up with something totally contrary of what they came for?
The Sender/Receiver is a two-way street. First, the customer, as numerous sales professional may attest to, the car, though it had everything the customer wanted when they came in, the received signals which allowed me to show them another vehicle, in the same price area, and was brand new. The reason was Sending a message on the benefits, not of the new car, but the economic value of the vehicle and compared the products side by side, driving both vehicles. I didn’t do anything but ask questions. And this was a key to success in sales. Stories like these are told in our sales meetings, then some are honored with awards for doing just what a customer asks.
So how does the content you sell or provide tell its story? Perhaps you’re selling online, and having difficulty moving a product, could it be the content is not telling the story to make it stand out from similar items elsewhere? Or possibly the niche market doesn’t know why the contents will benefit them? As you begin telling your story of the contents you provide, remember, you’re the professional of your business! How you share your content, how it benefits the one who receives it, will be the next brand ambassador sending others because of the story your content brings!
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