How to get Investors and Customers Excited and to Throw Money at You! Why do we remember “Little Red Riding Hood” after so many years? Does the name “Mr. Spock” ring a bell? On the contrary, why do our prospects forget our presentations 10 minutes after we leave their office? What makes a presentation stick? Wouldn’t it be great to have the answers to these questions? At least if you wanted to sell something. Oh, you’re not in sales you say? Are you sure? When was the last time you wanted to persuade your co-worker to follow your lead? Or the last time you wanted your spouse to go along with your ideas? Or the last time you wanted to convince your boss to give into the crazy idea of him giving you a raise? Here’s the simple truth, these are all sales opportunities. Plain and simple! You want to close the sale, don’t you? Well, now you can. It’s Easy, Convenient and Simple to learn. And it has a lot to do with “Little Red Riding Hood”, “Snow White”, the legendary “Mr. Spock” and many other stories that we remember. Good stories stick, while our sales pitch almost always doesn’t. Good stories are remembered, while our sales pitch goes in one ear and out the other. Good stories sell! While our sales pitch doesn’t (most of the time). So how do we change our sales pitch to convince our prospects and turn them not only into happy customers, but into raving fans? Well, in short, we need to tell a story! That’s it, a story will do it! Oh, you can do that? Great! Everyone can tell a story and a lot of people are pretty darn good at it by nature. Why is it then that we sometimes get what we want and sometimes don’t? Here are the four elements you need to utilize to build an awesome story which excites, will be remembered and which will be retold many times over.

1. Four Steps to
Successfully
Selling
Anything
(c) 2014 Joachim Guenster - StorySculptor

2. Successful sales means:
(c) 2014 Joachim Guenster - StorySculptor
A customer purchases your product
Someone accepts your offer
Someone invests in your idea
Your family is enthusiastic
You get what you wantc

3. He presented for thirty minutes, and everyone thought it had lasted only three minutes—
and then they bought it!
The best sales
strategy in the
world
Storytelling

4. Why…
… do we remember
“Little Red Riding
Hood” after three, ten,
twenty, or even after
fifty years?
(c) 2014 Joachim Guenster - StorySculptor

5. …have your customers
often forgotten your
product presentation after
only thirty minutes?
And why …

6. How…
… can you make sure
your customers never
forget again and
become enthusiastic
fans?
(c) 2014 Joachim Guenster - StorySculptor

7. Stories have been a means of decision making for
thousands of years.Just think about the cave paintings.
Tell a
story
(c) 2014 Joachim Guenster - StorySculptor

8. Forget the
facts
(c) 2014 Joachim Guenster - StorySculptor

9. Camembert, Brie, Romadur, Limburger
cheese, Muenster, Bresso, Cream cheese,,
Géramont cheese, Mainzer hand cheese,
Cheese sticks, Butter cheese, Roquefort,
Gouda, cheese spread, Emmentaler,
Parmesan, Blue cheese …
Little Red Riding Hood packed in her basket

10. Who can remember all that?
Who cares?
A lot of cheese,
don't you think?
Except maybe a cheese counter salesperson
or a cheese products wholesaler

11. You never forget stories. Stories are
moving and convincing.
Inspire your
audience with
a compelling
story!
(c) 2014 Joachim Guenster - StorySculptor

12. STRONG
OPENING
1.
(c) 2014 Joachim Guenster - StorySculptor

13. It was time to get going, if she
was going to be at her
grandmother’s by lunchtime.
She left the house and went on
her way.
Little Red Riding Hood started
on her way:

14. Now, here comes
another person to
present the same thing
Yawn …
Hint: If the potential customer is texting or
yawning…

15. Peter Gruber tells this story in his book „Tell to win“.
Your relatives are getting
slaughtered!
‘“Terry, your relatives are getting
slaughtered!” Terry turned around
and shouted, “What?”
Gruber had Terry’s undivided
attention and told him about the
movie he wanted to produce.
Terry Semel financed the film.

16. How do good
movies start?
Mostly with an action scene, and
then later comes the title and
the opening credits, after the
viewers are already hooked.
(c) 2014 Joachim Guenster - StorySculptor

17. Hook your
listeners with a
strong
beginning
(c) 2014 Joachim Günster - StoryMaster

18. Big Bad
Wolf
2.
(c) 2014 Joachim Guenster - StorySculptor

19. After she arrived at Granny’s, she
unpacked the cheese and, together with
her grandmother, tasted the cheeses.
Granny enjoyed the visit and was delighted
that Little Red Riding Hood had brought
such delicious cheeses.
Little Red Riding Hood arrives:

20. This presenter is just as
boring as the last one, and
the one before that…
Still awake?
Your competitor has the same
product and the same arguments.

21. A story needs a villain in order to be effective.
Where are you going, asked
the wolf.
“As Little Red Riding Hood arrived at
Granny’s, she found her grandmother
looked different somehow. “Granny,
what large hands you have!”
“The better to grab you with,” said
the wolf, and he jumped up and
devoured the poor Little Red Riding
Hood.

22. The
villain
The villain does't have to be a
wicked creature like a Big Bad
Wolf. Back pain or side effects are
often good enough.
(c) 2014 Joachim Guenster - StorySculptor

23. Create a great emotional high. Compare yourself, not with the
competition, rather find another standard. Set up a villain.
The villain
makes your
product
exciting.
(c) 2014 Joachim Guenster - StorySculptor

24. The first
kiss
3.
(c) 2014 Joachim Guenster - StorySculptor

25. The girl was wearing a cap:
A few weeks ago, she noticed that
autumn was coming, and so she took
her cap out of the closet. She nearly
got buried in all the winter clothes, and
yet she found it.

26. What can the customer
remember? A cap? How
exciting!
A cap ?
The same old blah blah blah won’t hold his
attention. The brain will automatically
filter that out in no time!

27. A bright, shiny red hood.
And because this hood was so
remarkable and Little Red Riding
Hood loved it so much, everyone
soon called her Little Red Riding
Hood.
Then she was unmistakeable.
And even you still remember Little
Red Riding Hood.
(c) 2014 Joachim Guenster - StorySculptor

28. Anchor it!
A mental anchor must be highly
memorable and must clearly
differentiate itself from its
competition.
Set up something truly memorable. Something they can
anchor in their minds. Like the first kiss.
(c) 2014 Joachim Guenster - StorySculptor

29. “That’s our song.”
“When we first met,
there was a wild
snowstorm raging.”
Mental anchors
produce
memories and
achieve sales.
(c) 2014 Joachim Guenster - StorySculptor

30. Closing4.
(c) 2014 Joachim Guenster - StorySculptor

31. Red Riding Hood returns:
“That was very nice,” thought
Grandmother to herself. The cheese had
been delicious. Around 3:00 in the
afternoon, Little Red Riding Hood started
on her way back.
She would visit again later.

32. Let’s talk on the phone, then.
Most salespeople don’t sell,
rather they have
a nice conversation.
For fear of receiving a “No,” most salespeople shy away
from the close and instead talk about an enthusiastic
customer that they are about to meet again.

33. That little word “please” works real wonders.
Please sign here
As soon as the
customer is ready,
the salesperson
has to close.

34. The
close
At the end of the story, use
the emotionally anchored
argument and then:
Please sign here.
(c) 2014 Joachim Guenster - StorySculptor

35. These are the
four simple
steps to selling
anything

36. 4.
3.
2.
1.
Ignore these instructions at your own risk!
Emotional Highs
Memory Anchor
Powerful Closing
Strong opening

37. How to get Customers
Excited and to Throw
Money your Way
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38. And get the
whole story
and much more in this free ebook,
NOW!
(c) 2014 Joachim Guenster - StorySculptor
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