When selling, no matter what the product or service, it is important to capture the attention of the potential client through telling a story. The story should not only let them know you understand where they are, but how your product or service can help them move forward.

There are three components to the story that when done well, paint the picture that will not only grab their attention, but move them to be motivated to buy.

The Opportunity

You want to begin by grabbing the attention of the prospect by sharing that you understand the situation or pain that she faces and how your product or service can help to solve it.

Some questions you want to address:

  • What is the current situation/pain she faces?
  • What are the two or three top challenges or pains she is facing?
  • What are the consequences if she doesn’t take action?

By addressing these questions, you help to begin to connect the prospect to you and what you are offering.

The Objections

Even when we think or know something is good for us, our brains are great at coming up with objections. It is your job to understand the objections of your prospect and help them to see they can overcome each objection.

  • What are the top three objections the prospect will have?
  • How does your product or service address those objections?

This is a key component for you to keep the prospect’s attention. They may believe the product is good, but that it won’t work for them. Maybe they have tried similar products before; perhaps they don’t believe they will stick to the plan.

Identifying their greatest objections and hitting them straight on as to why they are false, moves you closer to closing the sale.

When looking at the objections, go beyond the defaults of “I don’t have the money” and “I don’t have the time”. If someone believes strongly enough that something will solve a big enough problem or challenge in her life, time and money are rarely the issue.

The Transformation

Now comes the important part of painting the transformation. Here you want the prospect to see how their life will change with the use of your product or service.


  • What result will your prospect have in using your product or service?
  • How can they measure those results?

The Cost of Non-Ownership

Next share with them what their life will look like if they postpone purchasing your product or service.

  • What mistakes do they repeatedly make in their lives?
  • What cycle of not moving solving their pain are they in?
  • What are the consequences if they don’t take action?

Personal Transformation

Here you get to create in the prospects mind what their new life could look like.

  • How do they want to see themselves?
  • What will their life look like?

Avoid saying she will feel happier, healthier, more energized or similar descriptions. Instead imagine you are filming your prospect after using your product or service. What could you capture on film that conveys how she feels?

For example, instead of “feeling more energized” you could say she will “have energy to play with her children” and imagine on film her running in the park with her kids; or she will come home from work and be ready to go back out to meet with friends for dinner. Note that this same method should be used when painting the current situation or pain.

Together it paints the Picture

When your story is able to invite the prospect to see that you understand their pains, recognize their objections and why they can overcome them, and inspire them through the transformation they can achieve, you form a connection. And through this connection, your prospects are driven to become your clients.

Share with me a company that you think does a strong job in painting the picture and why.