Page 77 - Lighting Magazine December 2018

“People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.”
— Simon Sinek, author of Start With Why
LIFe IS a STory
Long ago, storytelling was the primary way people communicated everything from history to educa- tion. Even in these digital days, storytelling remains one of the most powerful tools for reaching people — and it is the rst characteristic of today’s sales professional.
The stories we tell today are about our brand and business, and each one of these stories reinforces why clients want to work with us as lighting profes- sionals and with our showrooms as a resource. The one and the only way to adequately express your story to the world is through a blog. Your website is the critical home base for your blog and any other digital information you wish to share. While the thought of producing a blog can be overwhelming, once started, it will be hard to stop.
The goal is to get clients involved early in the discovery stage while building your showroom and sales team’s reputation as lighting experts. All this must be done without turning clients away by being too salesy.
Good salespeople have a story for every occa- sion, and they usually follow a pa ern. One result of using a story allows clients to say to themselves, “Gee, I want to be like the person in the story.” Or, “I don’t want to be like the person in the story.” The critical ingredient in both scenarios is the ability to communicate empathetically. When using stories, remember that you will hear them hundreds – if not thousands – of times, but your clients may only hear it once.
Compelling storytelling is a crucial component in every presentation process. When it comes to new clients, they must hear the story about the com- pany. That company story is produced on the blog, shared through various digital platforms, and is required telling during the face-to-face interaction.
wHaT IS your comPany STory?
When constructing the company story, there are vital points that must be included. First of all, you must accept that the majority of new customers are doing the discovery phase of their shopping before they enter a store. In the past, the discovery pro- cess was done in the store, at which point the sales team would develop trust and rapport with those clients. That opportunity is gone forever. Now, we must build trust and rapport with clients before we ever meet them. The company story that will help get people to your door will consist of these points:
* Promote expert status by discussing the education the company provides for the sta to stay on the edge of current trends and technology.
* Build interest by including stories of clients who bene ted by having a relationship with the showroom and the salesperson.
* Tell them “WHY” you do what you do.
* De ne clearly how your store di ers from all
competitors in the area.
Look for the signs of agreement when telling the story. When noticed, make note and reinforce them — these are the clients’ hot bu ons.
PracTIce dIGITaL dexTerITy
Time is short, and there is no time to sugarcoat it any longer: Get on social media platforms with the proper materials in high rotation. While print is not dead, its role has changed. The goal of all “mass market” print advertising today is to get customers to visit your website. Leave advertising product or price to the generalists. As a specialty store in an industry that has an itch cycle of 7 years to forever,
december 2018 | enLIGHTenment magazine 73
on the marK