Welcome to SALES with ASLAN, a weekly podcast hosted by ASLAN Co-founders Tom Stanfill and Tab Norris, geared at helping sales professionals and sales leaders eliminate the hard sell. At the end of the day, we believe that selling is serving. ASLAN helps sellers make the shift from a ‘typical’ sales approach, to one that makes us more influential because we embrace the truth that the customer’s receptivity is more important than your value prop or message.
The goal of these interviews is to spotlight various experts in the world of sales and sales leadership – sharing informational stories, techniques, and expert interviews on the sales topics you care about.
The following are notes from Ep. 123 – The Number One Driver to Changing Beliefs – Emotions (Not Logic)
In this episode of SALES with ASLAN, Tom Stanfill and Tab Norris discuss Part 4 of Tom’s new book UnReceptive – Changing Beliefs. They unpack the formula for building value (Action = Belief + Care) and a simple but effective strategy to ensure the customer instantly grasps the impact of your recommendation.
Listen to the conversation here:
Or check out the summary and full transcript below.
Summary:
What is “influence?”
The Merriam-Webster dictionary tells us that the definition of influence is “the power to change or affect someone or something : the power to cause changes without directly forcing them to happen.”
This is exactly the definition of “influence” as we refer to it in sales. Selling is not just about demand fulfillment – nor is it about forcing, persuading, pushing, or manipulating. It’s about influence.
Contrary to what people might believe about sellers, influence is not convincing people to do what you want them to do, it’s about changing their beliefs so that they see the world in a new way, and potentially, change their behavior or decision accordingly.
Your goal as a seller is to open your customer’s mind to consider the full scope of a situation and make an educated decision about what’s best for themselves, their employees, and their business. It’s about getting them to change their beliefs.
But “influence” doesn’t just happen – it has to be earned. We’ve found that there are five main barriers that sellers encounter along their journey to influence.
The first three barriers to influence:
Barrier #1 – Changing the customer’s perception of you.
Barrier #2 – Opening a closed door (i.e. getting access).
Barrier #3 – Discovering the unfiltered truth.
In this episode, we unpack the barrier #4: changing beliefs.
The Formula for Change
When it comes to changing someone’s beliefs, there are really three components or steps:
- Setting the stage.
- Getting them to logically understand the need to change.
- Getting them to emotionally experience/ embrace the need to change.
The most difficult thing to do is to get someone to emotionally experience the benefit of a change, so that’s what we’ll focus on today.
When talking about changing beliefs, we often reference the ABC formula:
Action = Belief + Care
In other words, for someone to take action, they have to believe that the change is needed (they believe what you’re telling them is true) but they also have to care (to emotionally experience the benefit or payoff of that change).
We can all grasp that there are things we need to do differently, but to actually do them, we have to emotionally experience that benefit. Think about your eating or exercise habits. Most people believe that they should eat healthier or exercise more – but they often don’t make behavior changes until a major life event (a health scare for example) forces them to emotionally experience the benefit of change (or the detriment of not changing).
In terms of selling, the question then becomes: How do we get customers to emotionally experience the benefit of our recommendation?
It’s easy to understand why this approach is necessary, but it’s harder to pull off. In this episode, we look at some strategies for helping your customer emotionally experience the payoff.
Resources:
- Check out the book here: UnReceptive: A Better Way to Sell, Lead, and Influence
- Check out our full blog post on this topic
Transcript:
00:14
Tom Stanfill
Welcome to another episode of sales with ASLAN. I’m your host, Tom Stanfill. I’m here with my sidekick and co-host. Mr. Tab Norris, the greatest cohost in podcast history. How you doing today, my friend?
00:29
Tab Norris
I am fantastic. Just the holidays are here and such a great time. Watched a little, uh White Christmas last night, cried a little, I’m very sensitive.
00:39
Tom Stanfill
Okay. I haven’t asked you this question. What is your favorite Christmas movie?
00:44
Tab Norris
Oh, It’s a Wonderful Life. It’s a Wonderful Life. It goes without even hesitation. How about you can, I guess, can.
00:51
Tom Stanfill
Get you to go ahead and go ahead…
00:53
Tab Norris
Scrooge.
00:55
Tom Stanfill
Okay. That’s my movie, is it? I wouldn’t say, is it a contemporary or modern Christmas movie versus the old traditional? Yes. I’d have to go to a Scrooge. Although I’m a romantic, Tab. I love The Holiday. I like The Family Stone.
01:13
Tab Norris
Now families don’t… I figured that is more of a Thanksgiving. No, is that not.
01:17
Tom Stanfill
Thanksgiving?
01:17
Tab Norris
It is Christmas.
01:18
Tom Stanfill
It always gets me. I don’t know. I just love the family dynamic and…
01:21
Tab Norris
I may have to watch that again.
01:23
Tom Stanfill
Probably my favorite, I guess traditional Christmas. Maybe I’d have to say Wonderful Life also.
01:31
Tab Norris
Yeah, it’s just so great. That’s what I can’t miss every year.
01:35
Tom Stanfill
I do love white Christmas. I’m not narrowing this down very well.
01:40
Tab Norris
Last night. Seriously. I forget how good that is.
01:43
Tom Stanfill
My dad, my dad is so cheesy, but that just reminds me of my dad. I mean, he just loved that movie and I love that train ride scene.
01:51
Tab Norris
Oh. They’re singing about the snow and then, in there, I love it. So good.
01:56
Tom Stanfill
Okay. We probably…
01:58
Tab Norris
Yes, let’s move on. Let’s move on. All right. Well we’re back to discuss the fourth barrier from your book and I hear the book’s going really well.
02:06
Tom Stanfill
Yeah. We’re buying the climbing up the charts. So I’m excited about that. Hopefully people are finding it helpful and making sure they’re making selling easier.
02:16
Tab Norris
Yeah, that’s great. Well, good. Well, today we’re going to tackle the fourth barrier in the book, which is changing their beliefs, which I think is an incredible topic for us to hit on. Just give us a little setup around this.
02:31
Tom Stanfill
I, really a lot of the book, it leads up to this greatest challenge of actually getting people to change your belief, which really is what influence is. I mean, a lot of times when people talk about selling, they think of it as or maybe they get confused by it. Like I’m really full, it’s more of a, I’m fulfilling a need, right? Because people are, they need something and I’m going to give it to them. It’s a lot of times it’s really more demand fulfillment. It’s like people are asking for something and so I need to educate them, but really influence is about changing beliefs. In other words, at the end of the conversation at the end of the meeting, they thought one thing, and now they think something different. That’s really what we’re getting paid for in sales to get people to see the world differently.
03:20
Tom Stanfill
And that’s difficult to do. This last barriers, probably are like the fourth or the fifth, (we’ve got another one coming), but it’s probably the most challenging. We talk about in the book, there’s really three main sections. How do you set the stage? How do you get them to logically understand or embrace the need to change? How do you get them to emotionally experience the need to change it? Which I think is the most impactful or the most.
03:47
Tab Norris
No, that’s good. Well, this is a great topic, I’ve seen it against holiday, Christmas season you think about, you think about Jesus’ birth of Jesus and this is, supposedly he’s probably one of the better communicators, top seven, probably top seven in the universe.
04:04
Tom Stanfill
I don’t know if I’m going to weigh it on that.
04:08
Tab Norris
I just hear he was changing beliefs a lot, trying to pitch people on.
04:12
Tom Stanfill
Yeah. I remember I remember saying something like, well, Jesus was a great communicator. I use an example of something that Jesus communicated. Someone said, well, he was the son of God. Yeah. Maybe it wasn’t the fact that he was using a certain skill or technique.
04:30
Tab Norris
Probably not. But, but I, I I’ll tell you that. It’s just, it really is amazing how many incredible Word Pictures that Jesus uses. This is one of my favorites, John 15 five, I am the vine. You are the branches. If you remain in me and I in you will bear much fruit for me. You can do nothing. I mean, such a great example, of a word picture and just to impact changing beliefs. Yeah.
04:56
Tom Stanfill
Yeah. Well, you’re really tuning in on what I think is the most difficult element of changing beliefs. There’s that we talk about a formula in the book called a ABC formula action equals belief, plus care. In other words, for someone to act, they don’t only have to believe the change is needed. In other words, they need to believe that what you’re telling them is true and that they need to change their beliefs or change their direction, but they also have to care, meaning they have to emotionally experience. The most difficult thing to do is get them to emotionally experience benefits. We all believe things we need to do differently, but to actually do them, it’s like we have to emotionally experience that benefit. Like, I always use the example of, of saving for retirement. Everybody believes that you should save for retirement, but in reality only I think less than 15% of people actually save for retirement.
05:55
Tom Stanfill
And so why don’t they? Because they don’t know what it’s going to feel like to be broken 70. Right? Until they feel it, they know what that really means. They’re not going to start saving for retirement. How do we get people to emotionally experience the recommendation we’re making and why they need to change? That’s a great example of Word Pictures. That’s really probably the most effective way to do that.
06:22
Tab Norris
Okay. There’s a lot of good things here set up logically, believe it. How do I care about it? A lot to unpack, but limited time on our podcast today. It sounds like from a focus perspective, you think like the word pictures, is that what you’re saying? You really think that’s what we should focus on today?
06:41
Tom Stanfill
Yeah. I would say, I would say that’s the most difficult. I think that’s the most challenging for, as we’ve worked with sellers and leaders in the last 20 something years, I think that’s the area it’s simple to understand, but I think it’s difficult for people to actually get people to emotionally experience benefits. I think that’s a good thing to talk about.
07:02
Tab Norris
Okay, well, let’s do that. Why don’t we go, let’s kick it off with this. You tell me what is your favorite? We did the movies, holiday movies. So why not? What is your favorite word picture to give them, give me one of your top one picture.
07:17
Tom Stanfill
This is something I will tell you. This is something I think about a lot. I’m going to give you a personal one. A friend of mine was about to meet with this son and it was going to be a potentially very contentious conversation. I don’t need to get into the details, but it was one of these things where the son needed to share some difficult information to the dad. And the dad knew that was coming. He had gone into treatment and he needed to meet with his dad and there was going to be this big meeting. He and the dad was worried that the son was basically gonna attack him and tell him negative things. Really it may, most of it may not have been warranted. I remember all of a sudden it hit me kind of my philosophy about that. As I said, take the punch.
08:08
Tom Stanfill
In other words, you’re gonna maybe potentially going to get punched. Obviously I’m saying things, speaking of this metaphorically, to take the punch. Whatever you do, just take the punch. Cause as soon as you quote unquote, punch back, then it’s going to escalate. The only thing that’s going to be, the focus is your punch. If you take the punch, he’s going to eventually realize what that maybe what he’s saying is not true. The focus is going to be on him and not on you. You’re going to have the opportunity to diffuse the situation. As soon as you punch back, it’s going to go off the rails and all the focus is gonna be Sony. I remember saying that to him, which just came to me in the moment. And I thought about that ever since. Every time I’m having a conversation with my wife and he gets a little contentious and like, just take the punch.
08:53
Tom Stanfill
Oh yeah. I’m talking to somebody like a friend or situation where it may hurt, like the punch. That’s something that gets me in the right frame of mind to have a potentially emotionally charged conversation.
09:10
Tab Norris
Yeah. No, that’s good. It sticks with you. It’s like.
09:13
Tom Stanfill
Immediately get it like, okay, that hurts. It also can immediately connect to this idea that if I punched back, which your words can hurt more than a punch. Yeah. If I punch back, I can see that’s not gonna go well.
09:28
Tab Norris
Well, it helped change belief, right? It changes belief. Now, all of a sudden, you, you emotionally embrace it. You see the value in it now you understand it. Okay. That’s really good.
09:38
Tom Stanfill
It really connects the idea. That’s what a word picture does is word, picture, take something that you don’t understand and it connects it with something you do understand. It would be very difficult for me to explain to that dad, Hey, just whatever the person, whatever your son says, don’t react. And I could go on and on. It might not really resonate. But when I use that analogy, yeah. Instantly sticks. And he gets that. He knows what he gets the idea of punching his son. I’m like, words can be a punch. And so that connected. So that’s what a word picture does. It take something that may be foreign to us or that it’s been difficult to understand, and it uses analogy or metaphor to gets them to instantly see it.
10:20
Tab Norris
Yeah. Yeah. I get it. I had one, I was working with a client and it was in the world of internet and bandwidth, and selling bandwidth and trying to get people to understand that it’s like, well, no, I just don’t get it. It should just go fast. I should have fast internet. Right. It is getting frustrating. I don’t understand, these gigabytes megabytes and whatever bikes, they’re all just making sense. The guy’s like, it’s not that, just think about a hose. All your information is going through this hose. And it’s about an inch. The opening’s about an inch. Okay. Now you could, you have three little, three wires running through that. You have three things running through that, or you have 5,000 things running through that same hose, which one’s going to be faster. I was like, oh, he goes, well, we’re three versus thousands of bits of information coming through that hose.
11:16
Tab Norris
I was like, oh, and you could just see, it was like, oh, now I get it. That makes sense.
11:22
Tom Stanfill
Exactly. Cause everybody can picture that. Yeah. If you got into, like you said, you got into all of the data or the bites and things that don’t make any sense and all that numbers. If you use percentages and everybody like whatever, but if you can picture a hose and he’s like three versus 5,000, it’s like,
11:39
Tab Norris
We’ll be faster.
11:41
Tom Stanfill
Like it’s like, that’s a great example of where, that’s the most effective way to communicate that point.
11:49
Tab Norris
Yeah. That’s good. Well, Hey, I know you’re, like you said, you’re focused and you think about Word Pictures all the time. Can you give us an example or of a word picture that you use when selling the Azlan solution, from us in a sales environment?
12:02
Tom Stanfill
Yeah. One of ’em two of them come to mind. One that I use probably more than any other is part is when I sell our process. Part of our process when we sell our solution is we really want the client to experience our solution. I always say you gotta see it to believe it because what we sell can be very hard to distinguish. I, the way that I sell that and get the client to understand that they need to spend more time evaluating our solution and not, in a one hour call or, quick meeting, as I say, you’re going to look at a lot. Or if you want to evaluate a restaurant, right, you look at the menu. If you just evaluate the restaurant by looking at the menu and you look at five different menus from five different restaurants, the menus are all going to pretty much look the same.
12:56
Tom Stanfill
You’re going to see steak and seafood and appetizers. They can only do so much to describe it. It’s pretty much all gonna look the same. I said, what’s the best way to disturb this, distinguish the food between the restaurants. And I’d always say, we’ll taste it. And I said, exactly. I said, if you look at training companies, which is what we do. I said, you just look at our menu of the programs that we offer in our content. It’s all going to pretty much look the same. I said, the best way for you to evaluate is for you to spend time and do a demo basically, or, experience our program. They always go, yeah, that makes sense. And you’re going to.
13:31
Tab Norris
Taste it.
13:32
Tom Stanfill
They’re going to taste it. A lot of people say, well, I want to taste it. It’s like, you can’t distinguish the difference between the things that we teach in a short period of time. You don’t want to evaluate a car by me just sending you a brochure. You’ve got to see the card. So, so you just, that makes it’s really the only way I know to explain that rather than have this long drawn out. So that’s one example. The one that I think you ‘ve talked about before and actually in the book, because you’re a big baseball fan, is one that I used when I met with the company and the guy was a huge baseball fan and he happened to be a baseball fan. You shouldn’t live in Texas. You have to be a big Astros fan, Houston Astros fan. The objection was, you don’t know our industry.
14:25
Tom Stanfill
We want to work with somebody that knows our industry. That’s a legitimate, so there’s a, you could spend a lot of time communicating to the guy. Here’s why that doesn’t matter. You could, give him statistics of all the companies we’ve worked with in the industry and all that, where weren’t in the industry and it worked, and that would be boring. And I would take a long time. I came up with this word picture. I said, you remember when the Houston Astros were on the cover of sports illustrated in 2012 and the guy goes, yeah, I said, what did it say? He said, they’re going to win the world series in 2017. When he said, I said, yes. I said, why did they, what happened in 2017? He goes, they won the world series. I said why? He said, because they brought somebody from outside of baseball to help them look at a different way to draft their team and build their team with less money and et cetera, et cetera.
15:19
Tom Stanfill
I said, exactly. They use somebody outside the industry. I said, we’re outside the industry.
15:23
Tab Norris
Oh I do. I love it. I do. As much as I, as much as I hate the Astros. I love that story.
15:32
Tom Stanfill
That’s, what’s so great that we’re pitchers work. Like I said earlier, is when I’m connecting what I want to say to something he cares about. So if I’m explaining the Astro’s.
15:44
Tab Norris
Yeah,
15:45
Tom Stanfill
He’s smiling.
15:46
Tab Norris
Well, he’s connected to it. He’s.
15:47
Tom Stanfill
Connected to it. He’s like, he’s an Astros fan. He’s remembering that he’s happy. He believes that was a good thing. Now I’m just connecting our company and our solution to the same thing. So that’s when word pictures work. Now you can tell stories as well, but word pictures are faster.
16:07
Tab Norris
Yeah. Well, I knew when the book you talk about when you, why your watch situation, trying to explain Swiss movement and using analogy, something you didn’t care about. And I loved it. Here you go. What if the watch salesman made me the center of the story, not just using an allergy, that was good for him. And, and I love that you kind of went through all these things and landed on bourbon. That’s one of my favorite spots in the book. So that’s really good.
16:33
Tom Stanfill
Yeah. Well the guy. Yeah. Yeah. Cause I walked into the question I asked him is, What’s the deal with Swiss movement? I was trying, I’ve been trying to replace my Rolex that I lost. I don’t know. Gosh, in 1980 something, my dad gave it to me. When I graduated from college was the 1971 rolling. Like I have never bought, I’ve never replaced it because it’s just expensive. It’s just hard to spend that much money on a watch, especially when you’ve got four children and now 14 grandchildren. The guy says, I said, what’s up with the Swiss movement and what does that mean? He started going, well, you like cars, let me tell you about an engine. And I’m like,
17:18
Tab Norris
Of a car.
17:20
Tom Stanfill
We talk in leather. Yeah, yeah, yeah. He would have used the point he was trying to make basically was if there’s a certain protocol for making Swiss watches and if it’s a Swiss watch, it follows the same protocol. There you can use that same analogy for bourbon.
17:38
Tab Norris
Yeah, exactly. Speaking your language, right.
17:44
Tom Stanfill
They make bourbon, Kentucky, there’s a certain process. We know it’s good because it’s made us to be made that way in Kentucky. I’m like, I would’ve gotten that,
17:55
Tab Norris
Which I think is really important. Well, good. Well, here’s a question for you. What, when do you see there really being a need to use word pictures, because if you’re not going to use them all the time, like you said, but when do you see the like, okay, this is where you really need a Word Picture.
18:13
Tom Stanfill
Yeah. That’s a great question. You don’t need them for things that are easy to communicate or where the value is easy for the customer to experience. I would say two categories, the comp, when you have to simplify the complex, I mean our biggest villain in sales is time. We just don’t have enough time and attention from the customer decision-making team to really demonstrate all the value of our solution or just what our solution does. Man. I need to be valued. It may just be explaining it. If you’ve got to simplify the complex, your example where you’re talking about the pipe know, or, like I remember working with one of our pharmaceutical clients and they had a real simple way of talking about their drug for diabetes. They said most drugs, there’s three holes in the boat. If you’re a, there’s three holes of the boat and so most drugs plug two holes, this drug plugs all three.
19:12
Tab Norris
Oh, I love it. You’re going to go down it just over time with us. Even if you…
19:16
Tom Stanfill
It’s still a problem. Like that was just a simple way for them to communicate. Like the watch analogy where the guy can compare Swiss movement to how they make bourbon. That’s just a simple that’s versus going into all of the ways that the, all the protocols, it’s just a simple way to explain something that’s complex. The other key is, or situation where you need to create word pictures is when it’s difficult for them to understand the value. Right. It may, they may understand the idea,
19:54
Tab Norris
Which is the taste test, which you were talking about, the.
19:57
Tom Stanfill
Taste tests. Yeah. Or tastes. Yeah. Or like going back to what we talked about at the beginning of saving for retirement. Right. They understand that they should save for retirement. If you were selling, if you were selling a 401k or some vehicle to help people say they would understand that it’s not complex, but they don’t feel what it’s like to be broke at 70. You need a word picture to help them see what that would be like. Like the one that we talked about this before, my son wanted a tattoo. We both had to talk to her.
20:32
Tab Norris
Oh gosh, yeah. A little close to home.
20:35
Tom Stanfill
Yeah. We both had to talk. Not that we believe it’s a moral decision now with getting a tattoo. I surely, but you want to, as a father, you want to be able to guide your children through that decision. It’s like, this is what you really want. Yeah. How do you get somebody to understand that they’re making a 50 year fashion decision.
20:57
Tab Norris
At the age of 20?
21:01
Tom Stanfill
My son was I think 17 at the time actually, when he went.
21:04
Tab Norris
Right.
21:04
Tom Stanfill
In and he’s like I said, and I remember with my son, here’s a word picture I used with Taylor’s. I said, yeah. I said, do you remember that? T-shirt you wore every day for like a year. And he’s like, yeah, I love that. T-shirt. I said, yeah. So where is it? He goes, trashed it. I said, why’d you trash it? He goes, I got tired of it. I don’t like it anymore. So, but what if you had to wear that t-shirt for the rest of your life? He said, that would not be a good thing. I said, if you get a tattoo, you will wear it the rest of your life. Right. I don’t know if you want to make a lifelong fashion decision. That was a way for him to, he emotionally connected the t-shirt with a tattoo, by the way, you still got the tattoo.
21:51
Tab Norris
Yeah, of course he did. But maybe it was a smaller tattoo. It wasn’t on his face.
21:55
Tom Stanfill
It was at.
21:55
Tab Norris
Least his face.
21:58
Tom Stanfill
Tattoo on his.
22:02
Tab Norris
T-shirt.
22:03
Tom Stanfill
So we’re pictures. Don’t always work.
22:06
Tab Norris
It’s your best shot. All right. Well good. Well, let, well, here’s what I thought we’d do kind of to wrap up our time, this great discussion. There’s so much to unpack here, but you really kind of got us narrowed in on the one big takeaway, which is kind of creating the words, word, pictures, which I was going to kind of direct us. As the tactical side of me is you had something in the book. This is page 180 5. If you’re tracking along,
22:29
Tom Stanfill
Following, along.
22:30
Tab Norris
And following along in the book. I, I was just, I was looking over this and it was, kind of how to create word pictures. I think this is a good takeaway for everyone. If you want to improve and you want to work on this help with your changing beliefs, with your customers, kind of building out a library of word pictures, which I really think is a great idea. And, and you had three real, you had three bullets around this that I thought were really good. One figure out and rank the most difficult, but important concepts required to sell your product service or solution. Right? You got to do that first. What are the places where, what you just talking about? Where do we get.
23:04
Tom Stanfill
Stuck? Where is it.
23:05
Tab Norris
Hard for them to see it then to set aside some time to develop three to five Word Pictures for your most critical become complex concepts, just think through those. Lastly, I love this test it, some of the, I, like you said, some of the seemingly best word pictures, fall flat when delivered live, it’s like comedians, they have to try it out a few times. That really didn’t work very well at all. So, but I love it. That’s really good. Figure out the most difficult set aside some time to develop some, give it a run, test it and adjust accordingly. Thought that’s a great takeaway to leave our folks with today.
23:45
Tom Stanfill
Well, I would double click on the second step two is when we talk about developing three to five Word Pictures.
23:51
Tab Norris
Yep.
23:52
Tom Stanfill
Remember that a Word Picture falls flat, unless it connects to something that the listener cares about or understands. Like the watch salesman who started talking to me about cars, right. That fell flat. If you build your three to five, think of your three to five, that would resonate with most of your audience. Some, some people don’t like sports, but they love music. Or some people don’t like cars, but they love, whatever they like. If you like, that’s why the word picture about the Astros’ works so well is because I was talking to a baseball fan and it happened to be an Astros fan. That also highlights the idea need to prepare. If about your customers prior to the meeting and where you’re going to have a challenge, because either what their decision drivers are, which I hope you do, or what they care about or what you need to communicate.
24:44
Tom Stanfill
You kind of tune in and think, okay, this is a person from this area of the country or world, or they love this. Or they, this is their hobbies. You can start to work on it. The good news about word pictures is you don’t have to be that creative. If that’s something, if this is something that doesn’t come to you naturally, you only have to build a couple.
25:03
Tab Norris
Yeah. And you can usually adjust them accordingly. Based upon you can make some slight adjustments if you need to,
25:11
Tom Stanfill
Or you can, and you can borrow them from other people. You can like, if you develop a word picture tab, and I go, I like that one. I will use that. Like, like all out of this, use the menu analogy at Aslan, communicate why people need to spend more time evaluating, not just our solution, but any solution in this space. So yeah, so you can work. You don’t, you don’t have to have a ton of them. It’s worth the effort.
25:36
Tab Norris
We have a lot of clients that build a library, they keep on their SharePoint or whatever. They share a constant state of building that library. So I think that’s good. All right. Well that’s, I guess that’s what we’ll call it a wrap. We’ll, wrap this one up, unless you have anything else. She just pressing to kind of share with the group as we wrap up.
25:56
Tom Stanfill
I think that’s great. I think the only thing I would add to what we’ve talked about so far related to getting people, to emotionally experience our recommendation is remember success stories or stories work as well. We take a little longer too to tell, but that is easier to tell a story, but, and as you tell the story, think of not just the details, but getting people, to see, to feel it right. That’s why we feel movies. We S we see a movie, it elicits our emotions because we’re experiencing it. Try to kind of create a, a movie trailer and get them to see it. Cause their mind starts to picture it. You say, like if you’re going to tell a story of a small business owner, who’s struggling with their time, try to use language that gets them to feel it and get connected to it.
26:44
Tom Stanfill
Or if you’re going to talk about being broke at 70, use language that they can feel what that’s like, and they’re struggling to make the payment and they’re having to work and fell, whatever on the side or make ends meet, just however you can communicate that. That’s one of the ways you can get people to,
27:00
Tab Norris
I think I see a podcast in our future storytelling.
27:05
Tom Stanfill
I know that’s a popular thing, but it’s another way to accomplish the same goals. So that’s what I close with. So, yeah, I appreciate everybody listening and hopefully they find this helpful if you do hit, like, or share the podcast with others. Obviously we’d love to hear comments on any topics you’d like us to uncover. The more feedback we get, the more it encourages us to continue the journey. It’s good to see you, my friend.
27:33
Tab Norris
You too, and have a wonderful day and we’ll see you next time.
