Nobel economics laureate Daniel Kahneman has spent his career determining how and why people make decisions. In his classic work, Thinking Fast, Thinking Slow, Kahneman relates that there are two broad types of decision making. System 1 is thinking fast; simply reacting without much thought at all. You really don't have to think a lot about how you commute to and from work. It's instinctive after a short period. System 2 is slow thinking that operates at a more logical level.
In another brilliant blog, Bernadette Jiwa points out that most people don't have the luxury of writing books to explain the impact of their work. Kitchen and bath showrooms have a few seconds to make a positive impression whether it be via an email, on a website or in the showroom itself. Jiwa notes that the mistake most of us make is believing that we need to give all of the information that we have while we have a prospect's attention. In face-to-face interactions, providing too much information has an adverse effect. As Robb Best pointed out at a BKBG Annual Conference, a customer's brain can only handle so much, and when you provide too much information, the brain shuts down.
Great sales professionals understand their role is not education but infatuation. To sell a new kitchen or bath you have to capture the imagination of your prospects and the best way to accomplish that goal is through storytelling. Jiwa points out that storytelling is how children communicate. Young kids are not concerned with facts. Stories capture their attention. To make a serious impact, we need to fine-tune our storytelling capabilities. In explaining how System 1 decision making works, Kahneman relates that he can immediately know what kind of mood his wife is in when he calls by the tone of her voice when she answers the phone. When Kahneman tells that story to audiences, he usually gets a laugh and many nodding heads.
Jiwa advises that the next time you are asked what you do or why it works, don't go into long explanation. Just start with the words, "let me tell you a story."