Storytelling Tip: No Sales Pitch
By Jerry Brown, APR
Public Relations Counsel
We’ve all been subjected to the pressure tactics of a hard sales pitch at some time or another. Most of us have given in at least a time or two and bought what the arm twister was selling. And then regretted our decision.
But most of us are pretty good at turning away high-pressure salespeople. We turn them away because they turn us off.
As someone in the business world, you usually tell your story in hopes the rest of us will buy what you’re selling. Nothing wrong with that. If I’m in the market for what you sell, I want to hear what you have to say — as long as you don’t try too hard to “sell” me.
Several years ago, I was in the market for a new car. I started shopping early, several months before I planned to buy. And I made that clear right up front to all the salespeople I met with.
All but one of them heard me. They told me about the cars they had to offer. Let me test drive them. And said they’d love to hear from me when I was ready to buy. No arm twisting. No pressure. No “sales” pitch. But one guy wouldn’t let go. He made it sound like there wouldn’t be any cars left if I didn’t buy one today. And today’s deal wouldn’t be around if I didn’t drive home today in one of the cars on his lot. I had to make a decision today. Sell. Sell. Sell.
He did get me to make a decision that day: To eliminate him and his dealership from further consideration.
Tell your story. Make it relevant to your audience by telling us what you can do for us, why you have something interesting to say to us.
You want us to buy what you’re selling. That’s okay. Perfectly normal. Sometimes the best way to get us to do that is to skip the sales pitch.
We all have stories to tell. Do you need help telling yours?
Jerry Brown, APR, is a public relations professional and former journalist who helps clients get their stories heard, understood and remembered. Need help telling your story? You can reach Jerry at 303-594-8016 | jerry@JerryBrownPR.com.