In a previous post, I was advising to be excellent at telling stories to your audience.
A good sales person is usually a good storyteller. If you are good at telling stories, there are big chances you are a good sales person.
One may then think: “how can I tell good stories to my audience? Well, in this post, I will teach you the bases of a good story.
It is incredibly simple and obvious when you think about it… I named it the SWABSER method.
The S.WA.B.S.E.R. method
S stands for “Someone”, or “Somebody”
A story always involves somebody – and if does not involve a human being, feel free to personify the involved object.
Personifying is the act of attributing human characteristics to something non-human.
WA stands for “Wants”
The “want” can be replaced either by “wish” or by a “desire”. You can also replace it by a need.
Basically, the “want” is the objective that is to be reached.
In this case, the past tense can be used too: instead of using “want”, it is possible to use “wanted”.
B stands for “But”
The “But” usually is the disruptive element.
In order words, this disruptive element is a factor that can complicate the fulfilment of your target.
You may anticipate that disruptive element or not: at this stage, it does not matter.
All that matters is a disruptive element complicates the objective attainment.
S stands for “So”
The So here is how you feel about that disruptive element.
It is the expression of a feeling felt by the story character.
Unlike a fact, a feeling is very subjective.
E stands for “Eventually”
This is about how the character reacted to the disruptive element.
Thee reaction here either brings the character closer to the objective or further from it.
This reaction is a decisive one for the success or the failure of the objective attainment.
And R stands for “Results”
In a story, the results is the punch line.
Your audience will be captivated by the story because they are looking forward to hearing the result.
From the result, the audience will figure out if the method was worth it.
Although everyone loves happy endings, it is OK not to have one. In that case, it is important to state the morals of the story.
An example:
Sandra was pregnant and the baby was expected on January 20th.
She wanted to give birth by early January, as she had her school exams in January 20th.
In mid-November, Sandra met with her OBGYN to schedule the labor for January 7th.
As soon as the OBGYN examined her, she realized her blood pressure was dangerously high. Her life was at risk.
To make things even worse, the OBGYN noticed the baby was losing weight. The baby’s life was at risk too.
Sandra was devastated, but she kept her faith in God, believing He is the God of miracles.
Both Sandra and her baby’s health were worsening dramatically.
Despite the risks, and after asking for God’s favor, Sandra gave birth to a very premature child through a C-section on December 2nd.
Not only God performed a miracle during that labor, but Sandra was able to attend her school exams.
Today, the mother and the baby are fine, and Sandra passed her exams with merit and distinction.
Someone: Sandra.
Wish: Attend her January 20th exam.
But: She is due to giving birth on January 20th. Her life and the baby’s life are at risk.
So: Sandra is devastated, but she puts her hope in God.
Eventually: She gives birth to a VERY premature baby on December 2nd.
Result: Sandra attended and passed her exam on time, and the baby is in excellent condition today.
Conclusion
Although it is very basic, this method is used in all the best seller stories. Even in Hollywood.
The SAME applies when you are a sales person. Tell the story of someone who experienced the same situation as your audience. And tell them how the overcame that situation.
Your audience will likely purchase your product after that.
What about you? Do you have any other bases for a good story? I’d like to read your methods in the comment section.
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