SellingSecrets.com > Success Stories - Success Stories > From Russia, With Love
created on 6/14/2007
Recently, I conducted a Power Messaging workshop in Moscow, Russia. I am aware that Power Messaging techniques are sometimes looked upon as "western ideas." It usually takes some time for our techniques to soak in and be accepted. This normally happens soon after a student is exposed to the Old Brain research and begins to understand what influences the Old Brain and helps it make decisions. By this time in the workshop, students understand that it does not matter what part of the world you are from; we are all wired the same and make decisions through the same process.
On day two of my workshop, I covered the Power of Stories; along with Objection Reframes, concentrating specifically on Stories, Metaphors, and Analogies. I know that Stories are embedded in every culture, and I felt that my new Russian friends would adapt quickly to this technique.
The stories they shared were wonderful and fun to hear at the same time. One of my students, Olga, was introducing a new technology that was going to have a huge impact on her customers, while at the same time being difficult for them to comprehend because of this impact. She was challenged with how she could introduce this to her customers without them being overwhelmed and immediately push back on something so innovative.
Olga began her presentation with a story about when she was a child during the winter in Russia. She explained how bitterly cold it was every winter and how frustrating it was to bundle up for simple tasks like going to school or just going outside to play. She explained the many layers of clothing that her mother would put on her: long underwear, trousers, shirt, sweater, two pairs of socks, snow pants, heavy coat, mittens, scarf and cap (and a few other things I couldn't quite understand). Every time she would go back inside, she would have to remove each layer which was quite an undertaking.
Next, she said to the audience:
Do you remember when coveralls were introduced? Do you remember what an unbelievable breakthrough that was? Do you remember how warm they were and how easy it was to slip them on and off without having to go through the frustration of the layers of clothing every time you wanted to go outdoors? Well, that's the same level of advancement in technology you are about to see today. The technology you are about to see will have an equal impact on your business as the coveralls had on all of Russia.
The audience loved it! They understood and relived the pain that she had described. They were captured by the story and the relevance and impact on their culture. They were all well prepared for, and looking forward to, the impact her new technology was going to have on their business.
Stories are an incredible way to deliver value, open closed-minds, change perceptions, and sell without resistance anywhere, anytime, with any audience… even in Russia.
By David Lane, Consultant, Corporate Visions Inc.
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