EL PODER DE LAS HISTORIAS EN LAS VENTAS

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Escrito por:

Colleen Kilpatrick

Fecha:

2015-05-14

Una de las cosas que más me gusta de mi página web es este Blog. Aparte de ser un espacio donde puedo escribir sobre Storytelling, me gustaría que se convirtiera en un lugar donde las personas interesadas en esa tendencia y en narrativa puedan conectarse y aprender.

Por eso a partir de esta entrada, voy a tener escritores invitados para que compartan su visión del Storytelling, bien sea a partir de su profesión, trabajo y/o experiencias personales.  

La primera persona en acceder a mi invitación fue  Colleen Kilpatrick, que estudio Relaciones Internacionales y vive en Milford, Michigan.  Colleen es una “consultora de Mercadeo con especialidad en Business Storytelling.  Ella trabaja con dueños de compañías y profesionales que tienen deseos de impactar el mundo a través de los servicios y productos que ofrecen, y de hacer crecer sus negocios por medio de eventos, ferias y charlas.” 

En el siguiente escrito Colleen nos narra cómo puso en práctica el Storytelling para vender, a través de Craig List, un par de muebles de su infancia, y la efectividad que tuvo su anuncio al momento de aplicarlo.

Pueden conocer más acerca de su trabajo en: http://colleenkilpatrick.com/

He decidido dejar el texto en inglés, para que no pierda fuerza a causa de una posible traducción imprecisa.

 

 

THE POWER OF STORY IN SALES

 

“If you are in sales or have ever tried to sell anything at all, this post is for you. It’s about a little storytelling experiment I did a few weeks ago in a Craig’s List ad. I guarantee, the results will intrigue you. And they just may inspire you to tap into the power of story in business and beyond. 

Last year I embarked on a full-out quest to pare down my belongings and simplify my life. I gifted and donated oodles of once-loved treasures then turned my attention to selling several pieces of furniture on Craig’s List. In preparation, I did a quick review of a handful of other furniture ads to see how it was done. 

Turns out, most of the ads I saw included only basic information such as size, age, finish and price. So, the first few ads I created followed suit. Never mind that I’m a marketing consultant and a lover of story who knows full well the old adage, “Facts tell, stories sell”. For some reason, I failed to apply that bit of wisdom in my first round of ads, then wondered why they enerated little interest. 

The idea that narrative could increase an objects perceived value intrigued me to no end. I decided to conduct my own little experiment and apply this concept to one of my Craig’s List ads.

 

The original ad read simply:

Two matching Mid-century Modern dressers for sale.

Each measures 26″ wide x 44″ tall.

$150 OBO for two

 

In the two months it had been on Craig’s List, this ad had generated two emails of interest from potential buyers. One person came to see the dressers, then declined. Another wanted only one of them, but never returned my email.

My new ad included the true story of the dressers’ journey. Here it is:

When my parents became pregnant with me back in the 60s, they decided it was time to move from their tiny starter home on a small lot to a larger home with a big backyard. There, their boys and girls would have two separate bedrooms and plenty of room to romp.

Their new home was everything my parents dreamed of: two floors, a large kitchen, two baths, three bedrooms and a large living room for the family to gather. To them it appeared palatial in comparison to their first home. In reality, it was only 1500 square feet.

Shortly after I arrived, my Mom and Dad found these two matching dressers in a shop that sold furniture made in Finland. Even though the dressers were made of unfinished wood and simple in construction, they were rather pricey for my parent’s budget. But my Mom loved their clean lines and the fact that there were two of them, so they splurged.

Mom painted them both in a soft cream color and set them up in the bedroom my big sister and I shared. In time these two dressers held the treasures of youth. 

Clothes, for sure, but also jewelry and dolls and diaries and dreams.

When my sister and I were teens, Mom invested in an Early American bedroom set for us. But those two matching dressers – she just couldn’t let them go. So each was given a new purpose in our home. One went to the garage to hold picnic supplies and backyard games; the other went to the utility room to hold hats and scarves and mittens. For 50 years they were part of our family’s household.

Today they are looking for a new family – one who will appreciate their clean, Mid-century Modern lines and be willing to dress them up a bit with a new coat of paint and some interesting drawer knobs, perhaps.

 

Made in Finland.

26″ wide x 44″ tall.

$150 OBO for two

 

It was late Friday night when I posted the new ad. I had every intention of editing it down to a more manageable length over the weekend, but I never had the chance. The next morning, this message was waiting for me:

 

Hi,

I was wondering if your dressers are still available? They look perfect for my two little girls!

Thank you,

Melissa

 

This young Mom was thrilled to learn the dressers were still available. We arranged a time to meet the next day. She said she didn’t want to risk the possibility of anyone else buying them.

Between her initial email and our meeting, two other people responded to the ad, then asked me to contact them if the first sale fell through. 

If the quick and favorable response I received to my revised ad wasn’t enough to convince me of the power of story, what happened as we were loading the dressers into her van was. Standing at the back door, Melissa introduced me to her two pre-school daughters who were in back-facing car seats. “This is Miss Colleen,” she said to them. “She and her sister had these dressers when they were little girls and now they’re passing them onto you two.”  

As she shut the van’s back door she turned to me with a smile and said, “I’m going to print your Craig’s List ad so my girls always remember the story behind their dressers.”

In that moment I saw first-hand that stories – no matter how or where they show up – have immense power to establish connection, provide meaning, and create true significance.” 

 

Colleen Kilpatrick

- Marketing and trade show consultant/speaker -