Third Party Stories - Examples
A good salesperson will use three to five relevant third party stories in every sales presentation. Doing this requires us to eventually have thirty to fifty great stories in our collection. That’s why sales training takes dedication and practice.
Knowing that a third party story must serve a purpose, by hitting on a Dominant Buying Motive or helping to overcome an objection, here are a few sample stories that serve definite purposes.
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| Dominant Buying Motive: Family Togetherness |
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Fred and Teri, from Chicago, have three children also. When they saw the model, Teri said to Fred, “Just think, honey, Fred Jr., will now have his own bed when we vacation.” Teri then explained, “When we vacation, Fred Jr., our oldest, has to sleep in a sleeping bag on the floor.”
Folks, can you picture their motel room? Fred and Teri sleep in one bed, two of the children in the other and poor Fred Jr. being trampled on the floor. Ownership here solved several problems for Fred, Teri and their children. First, with such spacious accommodations, Fred and Teri can finally have some privacy and their oldest son now has his own bed. Second, their two bathrooms save them time every day. Now they have more time to spend having fun and not waiting for everyone to get ready to go. Third, the money they save on just eating breakfast in their vacation villa frees up money to spend throughout the day. And last, but not least, as Teri commented to Fred, “just think of the fantastic education our children will get by seeing the world with us at such a young age.” Something, she as a child, never got to do with her parents.
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| Dominant Buying Motive: Money - Hope for Gain / Fear of Loss |
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| A wonderful couple, Roy and Ellie Prosser from Gatlinburg, TN are owners here. They were also concerned about when was the right time to start owning their vacations. Ellie said to Roy, "It's too bad we didn't see this during the first phase of sales. We could have saved some money." Roy reminded Ellie that his philosophy has always been, "Don't tell me what other people make or how they benefit." Roy continued, "This is a great value for us at this price and I'll venture to say that the people who purchase during the fourteenth phase of sales will wish they got it at our price.” Roy then turned to his wife. “You see, Ellie, It's very obvious that this is a successful resort: It's not a question of whether or not it will sell. It's simply a question of how quickly it will be sold out and who the owners will be. We should join now." And they did. |
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| Objection (excuse): We’d rather buy a second home |
| Let me tell you about the Masons, a couple in their late 40’s who decided to sell their second home and became owners here. Kevin and Jenny Mason live in a suburb of Orlando, FL and had purchased a second home in Key West when the kids were in their early teens. At the time, they figured Key West would be a great place to spend their family vacations; a place where they could start building memories for generations to come. The only problem was as their kids got older, they grew tired of going to the same place every year. The new hot spot for the teenagers was no longer Key West, it was the Cayman Islands. The youngest son had taken up skiing and really wanted to go out west and hit the slopes. As you can imagine, the Masons were crushed. They spent over half a million dollars on a second home that was originally intended as a luxury but in reality had turned into a chore. They sold the home at a break-even price, invested the majority of the money in the stock market, and bought four vacation weeks a year. Each member of the family now gets to choose where they want to go each year. |
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| Objection (excuse): We can’t purchase right now because our kids are so important to us and we need to save for their college tuition |
| That is exactly the way the Emery’s, from Boulder, Colorado, felt. They too were concerned that they wouldn’t be able to afford a week in Mexico and put their two children through college. Like you, their children were the most important thing in their lives, but they also realized that with Roger, the oldest, going to school back east and young Patrick talking about going to Santa Barbara to school, that owning a week in such a beautiful location would be a great lure to keep the family close and give them a gathering place after the kids were gone. They bought a week five years ago and the entire family plans on that time together every year. Roger has a boy of his own now and the Emery’s love bringing their grandson to the beach. |
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