Stories sell - more proof...

Supposing I just wrote:Commitment, persistence and determination are the keys to success.

Would have a major impact on you, or indeed any impact at all?

But suppose I told you this story, one I tell sometimes at workshops to illustrate that point…

The following is a story about someone you will definitely not have heard of.??He is a salesperson called Albert Weinstock. I was first introduced to Albert when I was asked to coach twenty-five of the top salespeople working in a large financial services organisation.

This was the top twenty-five of three thousand financial services salespeople, so you can imagine they were very successful people already. Albert, however, stood out like a sore thumb.

Whilst the other twenty-four salespeople were extremely well dressed, looked very fit and were very articulate, the politest thing I can say about Albert was that he came from a different mould.

Nevertheless, based on his sales production, Albert had certainly earned his place in the top twenty-five.When I asked the twenty-four how they would explain in 20 to 30 seconds what they did for their clients, they had some very interesting and sophisticated ways of describing themselves.

One example was: “I help people minimise the effects of taxation during their lifetimes and ensure that as much of their estate as possible is passed on to their families on their death rather than into the government coffers.”

Another was “I help people to plan their financial affairs so that they are able to retire ten years earlier than they would otherwise be able to do so.”

Albert’s was simply this: ?“I sell life insurance, pensions and savings plans”.

I was fascinated by Albert and in one of the coffee breaks I sat down with Albert to find out more about him.

He told me he had worked as a postman for many years until his mother became widowed and quite ill and he was unable to care for her properly on his postman’s salary.He had applied for several other jobs without success when he heard that very good incomes could be made in financial services, and as it was commission only based, they were not too fussy who they took on.

He told me that after the interview when he was offered a position and found out what he could earn if he was successful, he became absolutely committed and determined to succeed in his new career.

He sold everything he thought he could do without including his car and raised enough money to be able to keep himself and his mother for three or four months whilst he was learning his new trade.

Albert tried many of the sophisticated approaches used by the top sellers in his company but was not comfortable with them, and he failed dismally. Then he decided to try a totally different approach, one that he himself invented. This approach quickly earned him the nickname ‘Tower Block Albert’. This is what he did.

Albert took a bus or train to the nearest tower block of apartments. He would take the lift to the top floor and then walk down and ring the bell on every front door.

If it was answered he would say “Good afternoon Sir (or Madam). My name is Albert Weinstock, representing the (XYZ) Company. I sell life insurance, pensions and savings plans. I am here today introducing myself and making appointments for next Wednesday with people who would like to buy one or other of those. Would you like to make an appointment with me too?”

I have to say that I cringed at this approach, but the fact is that by the time Albert had reached the ground floor he had always made at least four appointments and often many more, and when he went back, he sold to every single one of them because they already knew he would be coming back to sell to them and expected them to buy.

That was Albert’s sole method of prospecting for new customers. He never even asked for referrals and Albert had been doing that for seven years.

I consider that one of the most extraordinary examples of commitment, determination and persistence, and a lesson for us all.

What do you think? Do stories sell?