You Don’t Buy the Product — You Buy the Person
How One Window Salesman Became a Master of Storytelling Without Even Knowing It
Years ago, my wife and I decided to replace every window and door in our home.
It was an expensive project, and we met with five different companies. Each one showed us glossy brochures, sample panes, energy ratings, and financing options.
And then there was Trevor Devine, the window guy.
He didn’t have the lowest price or the flashiest product.
But we bought from him—three separate times—because of how he made us feel.
The Signals That Built Trust
1. Unlimited time.
When Trevor walked in, he said, “You’re my only appointment tonight. Take as long as you need.” Instantly, he separated himself from every salesperson who treated us like a 45-minute slot on their schedule.
The subtext: You’re not a transaction.
2. He noticed the golf club.
Before we even talked about windows, Trevor glanced toward the fireplace and said, “You play golf?”
We did.
Thirty minutes later, we were still talking about golf.
The subtext: We have something in common.
3. He saw my wife’s knitting.
When he finally went to get his samples, he noticed the basket of yarn beside the couch.
“Oh, is that your knitting?” he asked my wife.
Turns out his wife knits too. They spent ten minutes swapping project stories.
The subtext: I see the people who live here, not just the sale.
4. He remembered our cat.
Months later, after installation, our screen door came loose. I left Trevor a voicemail asking if it might be under warranty. That afternoon, I came home to find it was already fixed. No invoice.
No call. Just done.
When I phoned to thank him, he said, “I met Toby this morning—sweet cat. Didn’t want him escaping.”
He’d remembered Toby’s name.
The subtext: You matter to me after the sale.
What Trevor Was Really Doing
Trevor wasn’t just selling windows. He was telling a story—not with slides or sales copy, but with small choices that said, I’m listening, I see you, I care.
Every gesture, every word, every pause sent a message.
That’s what storytellers call subtext: the story you tell when you’re not speaking.
Trevor’s unspoken story was simple:
“I’m not here to sell you windows. I’m here to take care of your home.”
And that story made all the difference.
The Hidden Lesson for Every Communicator
Whether you’re leading a team, pitching a client, or meeting someone new at a conference, the same principle applies:
People decide based on connection, not content.
They buy the person, not the product.
They follow the leader, not the strategy.
They remember the feeling, not the facts.
The Subtle Art of Storytelling
This is exactly what we teach in our Subtle Art of Storytelling workshop.
You don’t need a stage or a microphone to make an impression.
You need three skills:
- Strategic Listening — hearing what people really mean, not just what they say.
- Dripping Personal Data — casually sharing the right details about yourself to spark a connection.
- Managing Subtext — understanding what your choices communicate when you’re not speaking at all.
Together, these transform ordinary interactions into memorable moments.
Start Small. Start Today.
You can practice what Trevor did—today:
- Give someone your full attention.
- Notice a detail and comment on it.
- Send one message that says, I remembered.
That’s the subtle art of storytelling in action.
That’s how you become the person people want to follow, hire, and buy from.
