The Persuasion Masters:
The Million Dollar Conversation
An Interview with Roberto Monaco (Part 2)
Roberto ... That is awesome. Thatís something that I always had Ė I was using my curiosity
drivers to figure out how you do it, thanks so much, really helps me out here. How many
drivers of the 16 should you focus on like two or three drivers?
Kevin ... Three. Within any one person there is usually maybe three or four
that are very, very strong. At Influence: Boot Camp, weíre looking at entrepreneurs, sales
people, and maybe leaders at a corporation or something like that.
Itís really a pretty narrow
group of people that want to really be good leaders. Theyíre power driven people so Iím
looking at people who are driving to be powerful. Iím looking at people who are driving to
compete and that want to be the best and want to do the best for their family, for an
admiration and for the respect of other people. Iím looking at people who are extremely
intelligent, they have a strong desire for curiosity and also theyíre very loyalty driven too.
Those are the things that I focus on with my group year round. Those four things resonate
with all of my messages all year long. Thatís one of the reasons if you just focus on who
your customer is thatís who youíre going to keep as your customer and youíll have them
forever as your friend. As long as you serve them well, youíll have them forever. Your turn: Talk about Story Selling.
Roberto ... There are several reasons why you must use story telling, story selling communication. Basically story selling is the art and science of using stories into sales, marketing, leadership
process because stories frame the content. There are studies done that if you tell a story then
you have a request or you have a logical game and a request the groups who were framed by
stories comply more. The study is done Ė story filters and creates emotion in people to make
them make a decision.
Stories allow you to reduce resistance in people, itís almost like when you go to the movies,
when you have a date, you donít go to a moving saying hopefully this moving is going to be
terrible, you donít do that because youíre going to watch a story. When you go to story
telling mode people are programmed for many, many years to hear stories from their parents
and grandparents. As a matter of fact, thereís the psychology guy, Jerome Bruner his thesis
was that people develop stories in their head before they learn how to speak. Our mind is
kind of like a video recording machine and has a story, thatís why babies develop the
The third aspect, story telling people remember. There are several different stories that you
have to learn how to develop like your personal story. Itís going to build up rapport with the
audience, I have the value story, I figure out Ė itís kind of like the drive selection but I think
the drive selection is more advanced than when I use that, Kevin. Value, I figure out whatís
most important to my audience. For example, competition, power, making money, success,
freedom, contribution. Right in the beginning I tell a story that fits that. Our value is kind of
like they match and you build up rapport really fast.
Let me share one story that happens and hopefully he is listening to this call right now. By
the way, when you have a product story you want to make sure you always ask permission
from your client. If your client says no, you cannot tell the story, then you can change the
name, the location and you can tell the story anyway, they never know if itís about him or
her. I asked permission from this client of ours and he said yes. By the way, at the Influence Boot
Camp in March, weíre actually going to have some specific stories for awareness videos, more
inspirational, youíre going to have teaching stories that youíre going to do for teaching
videos, thatís going to be more product stories. Then youíre going to have urgency stories
for your conversion videos Iíll be teaching at the Boot Camp.
Let me talk about one product story I have. When we promote events, for example, primarily
there are three reasons why people donít go. I donít have the money, I donít have the time,
we work for everybody else, wonít work for me. If you do promoting or have seminar they
have three major objections.
Storytelling and boosting sales...
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