Mansion: South Beach, Miami.Enjoying a fashion show with Corey and Paloma Citron, Carlos Aponte and friends inside the courtyard of the Versace Mansion, now known as “Casa Casuarina,” a landmark of prestige lifestyle in Miami Beach.

SUNDAY, 10:48P.M.

Let’s call the gap between where you are today and where you want to go your “hunger.” The bigger your hunger, the better your odds are for success in network marketing.

I’m always on the lookout for a person with big hunger.

What else do I look for in a person when prospecting? There are several traits on my list: good prospects should be teachable; they should be of good character. Here’s one that may surprise you: I’m always looking for good storytellers.

Good storytellers make the most money in network marketing. Why? Because good storytellers are interesting and they effectively communicate their presentation to prospects. They wrap all their facts inside a story and deliver it directly to the prospect’s brain.

I’ve noticed that stories are the only things prospects remember from my presentations. All my facts, charts and details are quickly forgotten, but the stories get the prospects’ attention. During trainings, it’s the stories that leave an impact, it’s the stories my team members remember long-term.

Recently I had the privilege of sharing the stage with Orrin Woodward. Over the weekend I watched as he skillfully shared story after story after story to deliver his message. He did so from stage, in small groups and when speaking with team members one-on-one. He’s one of the great masters of communicating a message clearly through the art of storytelling.

What is it about story telling that makes it such a powerful communication tool?

  • We all know a picture is worth a thousand words. Stories are a way to create pictures and movies inside our prospects’ minds. When telling a story, we are communicating 1,000 times faster than our competition.

  • As humans, we are programmed to want to listen to stories. If you tell a story in your presentation, the listener is programmed to pay attention to what you say.

  • We remember stories for a long time—all the way back to our childhood. Our prospects see and experience in their minds the stories we tell, and because they experience the story, they remember it.

  • The human mind is programmed to place you inside the story you hear. Sometimes you are the hero or heroine, or sometimes just an observer. Stories keep people engaged because they are present in the story, which is also why they want to know how the story ends.

There is much more to learn about stories. Here are two very short stories to communicate my point more effectively (you’ll probably forget the facts about stories in a few minutes anyway).

First story:

Who makes more money?

Bill who owns the company or Andrew who works for him?

Bill, of course.

Mr. Prospect, you now have the opportunity to own your own business and decide how much money you can earn. Do you want to remain an employee and let your boss determine your earnings, or do you wish to start your own business by becoming a distributor now?

This story helps the prospect to make up his mind now. No need to think it over as the choice is clear; there is no middle ground.

Here’s another one:

Scott is going to college for five years to become a professional. At the end of those five years, he graduates. Then he will start his career.

Ralph is building his network marketing business for five years. At the end of those five years, instead of starting a career, he will retire.

As the saying goes, “Facts tell, stories sell.”

ART JONAK is a Networking University faculty
member, a successful network marketing leader and
widely respected trainer.

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