Colourful Story Avoids Negotiation

Knowing the story of the items you are purchasing can boost buyer interest.
[antiques trader Gordon Kennedy] has six dozen handcrafted Turkish pots with an unusual rustic glaze.
He explains how the secrets of this glaze have been passed down six generations of the same family and can show buyers on a map where they work. 
If you don’t know the history of an item, do some research online. One visitor says he has seen similar pots in Morocco for £10. 
Gordon explains that in a shop they sell for £60 but will let them go for £35 – or £25 if you buy at least three.
Visiting American Wendy McGough, 63, from Michigan, is delighted to purchase one for the full asking price.
It seems there is no need to negotiate when you get a colourful story thrown in.

I've blogged a fair few times down the years about storytelling. In this sense, akin to that 'eureka' or light bulb moment that sparked things off, or at the very least the origin or backstory behind what we do which brought us to the here and now.

The above tale comes from a newspaper contest where five 'experts' from different retail-esque fields race to 'double their money'. Except that desired factor isn't by two, it's by twenty.

What it touches on that I see so many a seller neglect, is the comfort of provenance.

I once helped a global salesteam refine their pitch which began by trumpeting their business was two hundred years old. Founded for wholly different purpose back then. They thought this was super cool. As they were older than many of the countries they sold into. I felt this was misleading. Especially as they stopped there. Yet the path from then to today had marvellous meaning for a would-be buyer. Only slight tweaks gave their story magnetic glow.

Even in this humble cookware example, you've an 'ingredient x' secret sauce, a tight-knit team, an exotic locale and an unobtainable comparison.

Every solution pursuit has similar. Somewhere, no matter how hidden. Even big blue chips have these bones tucked away.

They key isn't just in the funky vibes. It's where each point is laser honed to show why ours is the indisputable path for the prospect to happily take, right now.

Make sure your buyers too "get a colourful story thrown in".