I have always said that people LOVE to learn but they HATE to be taught. You would do well to remember that advice in all your communications with others. Anytime you can get your point across using a story, anecdote or humorous event you will find that not only will your audience hang on your every word but they will LEARN at the same time.
If you are in sales (and all of us are!), you can be taught that if you want to be successful you must first find out what is really important to your customer before you try to sell him your product. That is great advice, but you could have learned it much more effectively if you were given the same advice wrapped up in a story. Try this one on for size.
I first read this story in Readers Digest about 30 years ago. It took place during World War II around 1943. ( I verified it with my 88 year old Dad who was in the Army in Europe at the time.) Uncle Sam, in an effort to raise more money for the war effort, started a war-bond program for the men in uniform. The program was that all the soldiers, marines, airmen and sailors could buy war bonds. The upside for the servicemen was that if they bought the war-bonds and were killed in action then the government would have to pay a $10,000 death benefit to the servicemen’s heirs back home. Of course $10,000 was a lot of money in the early 40’s and was the big appeal and benefit of the program.
The downside was that the war-bonds would cost the servicemen around $3.00 per month which was a hefty chunk of what the military men were making in 1943. The bottom line was that the cost was too much and the servicemen weren’t buying the war-bonds because they were just too expensive.
The story goes on to tell of a young 2nd Lieutenant fresh out of West Point, standing on a stump, in front of his platoon in France. He was trying to “Sell” them on the many reasons they should buy the war-bonds. He talked passionately about why they should get involved, saying things like, “It’s the patriotic thing to do, it will help the war effort” and “The government needs the money.” All to no avail. The men just stood there with blank faces and their arms folded. They were thinking, “It’s just too expensive. I don’t care how many reasons you give me, I can’t afford them.”
A crusty old Sergeant standing off to the side said. “Sir, let me talk to the men.” He got up on the stump and said in a loud voice, “Men, I have a statement to make and a question to ask. The statement is this: If you buy these war-bonds and are killed in action then Uncle Sam will have to write a check for $10,000 to your loved ones back home, Right?” The men all answered, “Right.” Now, on the other hand, if you don’t buy the war-bonds and are killed in action, then Uncle Sam doesn’t have to spend a dime, Right?” Again, the men responded, “Right”
“So, the question I have to ask is this:
“Who do you think they are going to send to the front-lines first to be killed? Those that are going to cost them $10,000 or those they get by with for free!?”
Needless to say, everyone bought the war-bonds!
You chuckle at the simple logic but you have to stand in awe of the message. Rather than talk about features of the program, the Sergeant cut to the very basic premise of sales.
Sell your product based on what is important to your customer and not what is important to you.
The message to us is easier to understand because of the story. The message is clear. Be like that Sergeant. Find out what is important to your customer and then share your product and service using a story. Remember that your customer might just be that son you are trying to get to mow the lawn or to do their homework. We are all in sales every day. Be a sergeant and not a lieutenant!
Happy St. Patrick’s Day! Rick 
PS. I need your help!! What can I do to make my blog better and what more can I do to advertise it? I will cherish your comments and/or advice. Let me know. Thanks for stopping by and sharing some of your valuable time with me! Rick
