Sales Reinvented

People pitching their company often say things like “We are the market leader in…We operate in 200 branches…We spend 10% of our money on R&D.” Philipp Humm notes that while these are interesting facts that should be included, they aren’t very memorable. The moment you walk out the door, your potential buyer won’t remember those facts. To be remembered, you need to appeal to their emotions. The easiest way to do that? Tell a story. 

Outline of This Episode

• [0:54] Why is storytelling an important skill to possess in sales? 
• [1:53] Is storytelling something that can be learned? 
• [2:50] The ingredients of a great story that sells
• [4:07] The attributes and characteristics of a great storyteller
• [5:13] Resources listeners can use to improve their storytelling
• [6:10] Philipp’s top three storytelling dos and top three don’ts
• [9:34] Anyone can share a mesmerizing story with the right techniques

Is storytelling something that can be learned?

Philip recently attended his undergrad reunion. Someone walked up to him and asked what he was “Up to these days.” Philip told him that he was a business storytelling coach. This guy said, “I never saw you as a storyteller.” Philip, feeling slighted, admits that he had been a terrible public speaker and storyteller. But over the years, through practice and repetition, he learned how to do both well, proving that anyone can learn the art.

The ingredients of a great story that sells

Philipp believes that there are three ingredients you can’t forget when storytelling. 

• Emotion: Is there anything that touches hearts? Is there any challenge overcome? Is there something that makes the listener care? 
• Surprise: When you’re sharing your story, you’re fighting for the attention of the listener. You make someone pay attention by sharing something unexpected that they didn’t see coming.
• Visual moments: You want your buyer to be able to see whatever you’re telling in front of their eyes. They should be part of your story. 

What are the attributes and characteristics of a great storyteller? Listen to learn more!

Philipp’s top three storytelling dos and top three don’ts

Philipp shares some great dos and don’ts: 

• Don’t make it too complex. You have 60–90 seconds to tell a story, so don’t try to cover the 16 steps of the Hero’s Journey. 
• Don’t give too much context. Two to three sentences of building context are enough. You aren’t writing a fiction novel!
• Don’t make it a performance. You don’t have to go into character to tell a story. You’ll create a disconnect between you and the buyer. Instead, weave it into your conversation.
• Make the customer the hero. You are Yoda—not Luke Skywalker. You’re the hero’s guide. 
• Make the story about a specific person. Humans care about humans—not companies. Who is impacted by your story? 
• Make your story relevant. Do some research on your audience. Learn about their company, role, and interests, and then select relevant stories. If you don’t, your story may work against you.

Using the right storytelling techniques is key

Philipp was in his apartment in Amsterdam when he got a call from an unknown number. When he picked up the phone, it was a gal who had taken one of his programs. She closed 12 deals in one month alone. Her boss asked her if she had been bribing her clients. She was simply using stories in her conversations. 

He asked her what made the biggest impact on her from his training. She said it was knowing how to turn water into wine. She learned how to turn any basic story into something interesting using the techniques she’d learned. Anyone can share a mesmerizing story with the right techniques. 

Resources & People Mentioned

• Philipp’s Storytelling Assessment

Connect with Philip Humm

• Connect on LinkedIn

Connect With Paul Watts 

• LinkedIn
• Twitter 

Subscribe to SALES REINVENTED

Audio Production and Show notes by PODCAST FAST TRACK https://www.podcastfasttrack.com

People are more likely to listen and emotionally connect to a story versus facts. That’s why when you have a chance to tell a story, you’re more likely to make that emotional connection. It’s even better when they can see themselves in the story. But how do you tell stories that land? According to Caryn Kopp, it’s all about using the right words.

Outline of This Episode

• [0:59] Why is storytelling an important skill to possess in sales
• [2:03] Can you become a gifted storyteller? 
• [3:17] The ingredients of a great story that sells
• [6:32] The characteristics of a good storyteller
• [8:11] Resources to improve your storytelling abilities 
• [9:35] Caryn’s top three storytelling dos and don’ts
• [12:09] How the right words are influential

Can you become a gifted storyteller? 

Caryn’s company is built of senior business developers—that they call door openers—representing their clients and landing them meetings. Caryn is constantly asked if she can train sales teams to be better. The short answer is yes. 

However, she can’t train them to be someone who loves what they’re doing. Some people just have it in their DNA. Some people have the gift for storytelling and others can improve if they learn how to structure a story to make emotional connections. 

The right words are key to a great story that sells

Caryn believes that there are three things you need to focus on when you’re telling stories:

• Start with the end in mind: What is it that you’re trying to accomplish through your story? Are you trying to get a meeting? Are you asking to close? Are you trying to nurture the relationship? What words, concepts, and themes will make the most impact where you are in the relationship with the prospect?
• Speak to the person—not the persona: People get caught up in the persona. But it lacks flesh, blood, and feelings. If you’re speaking to someone, you’ve likely researched who they are. You know their background and challenges so you can make your storytelling connect. 
• Every word matters: Caryn’s philosophy is that the person with the best words wins. That doesn’t mean the best product or service always wins. When you prepare your story, make sure each word will work as hard for you as it can.

Instead of saying, “I’m going to show you how this works,” say, “I’m going to prove how this works.” Replace words that help your story land with more impact.

The characteristics of a good storyteller

Caryn believes that a seller needs to truly care about the person with whom they’re speaking and that they want to make their life better. They can make an emotional connection using words that communicate those ideas. Lastly, a great seller is present. You can make adjustments to your story in real-time as people react. How are they breathing? Should you stop and ask a question? 

What are Caryn’s top three storytelling dos and don’ts? Listen to find out!

The right words are influential

A prospect was considering Caryn’s door opener service because she needed to grow her organization's sales. They were great at closing sales but didn’t have time to get the opportunities. 

Caryn was sitting outside Starbucks, waiting to get a latte when she got on the phone with her prospect. The prospect understood the service offering. She thought it was a perfect fit. Then she said “however.” She said they had several investments coming up and had to prioritize them first and revisit Caryn’s service at a later time. 

But Caryn was prepared. She could have just said, “Let’s just connect in a couple of months.” Instead, she said, “In our previous conversations you told me that getting more opportunities and closing more sales is one of your highest priorities, especially to show your investors that you are able to do this.” She asked one last question, “If we don’t proceed together, how will you accomplish your goals?” 

Then she waited. Caryn’s prospect said, “You’re right. If we don’t move forward now, we can’t reach our goals. Let’s get started.” 

What can you learn from Caryn’s story? She shares how her framework helped lead her prospect to the sale in this episode. Don’t miss it! 

Resources & People Mentioned

• Patricia Fripp
• The Kopp GAP Method of Sales Messaging®

Connect with Caryn Kopp

• Connect on LinkedIn
• Follow on Twitter

Connect With Paul Watts 

• LinkedIn
• Twitter 

Subscribe to SALES REINVENTED

Audio Production and Show notes by PODCAST FAST TRACK https://www.podcastfasttrack.com

Storytelling is an important skill for salespeople and companies to possess because story is the way humans remember everything. If you give someone a list of facts that aren’t connected in a meaningful way, people will shut you down. 

A good story focuses on a problem that someone has. If you can hone in on a problem so much so that the person recognizes the problem in themselves, they get hooked. Dave Butler shares why problem-focused storytelling is so effective in this episode of Sales Reinvented! 

Outline of This Episode

• [0:59] Why storytelling is an important skill for salespeople to have
• [2:47] Why storytelling is something that can be learned
• [4:21] A formula for problem-focused storytelling 
• [8:38] The attributes of a great sales storyteller
• [12:05] Resources to improve your storytelling abilities
• [13:23] Dave’s top 3 storytelling dos and don’ts
• [16:23] Why you need to focus on the problem first

Why storytelling is something that can be learned

Dave notes that you don’t need to be an expert to tell stories. People can be taught to tell stories in a formulaic way that’s just as gripping as the greatest speaker. It’s about focusing on the problem that you’re solving rather than the details of the solution. It becomes straightforward to have every person in your company testing and perfecting the story. The effectiveness of a story comes from repetition.

A formula for problem-focused storytelling

People don’t listen to a story they don’t care about. So the problem that you solve needs to be at the core of the story that matters to them. If they’re struggling with the problem you solve, then you need to amp it up and raise its importance in their mental framework. A problem can be broken down into three components: 

• External problem: Everyone that’s buying something has a thing they’re trying to fix. 
• Internal problem: The story can focus on their internal problem, i.e. how the external problem is affecting them internally. 
• Philosophical problem: Is there a struggle between good and evil? Is there an injustice? 

When you’re telling the story, the hero has to be the listener. The person with the problem is typically weak. They need someone to come alongside them to help them solve the problem. Companies need to be the guide that’s grounded in empathy and competence. Communicate that you care about their problem and that you’re the right entity to fix it. 

Lastly, you have to cast a vision of success or failure. The listener needs to feel what’s at stake. You use this to increase the relevance of the problem in their minds. You need to emphasize that the problem is awful and they shouldn’t have to face it. 

What are the attributes of a great sales storyteller? What are Dave’s top 3 storytelling dos and don’ts? Listen to hear Dave’s thoughts!

Why you need to focus on the problem first

Dave was the first VP of Sales at Aruba Wireless Networks (which was eventually bought out by HP). People at home got to use wireless at home, but they couldn’t do it in their company. They wanted to build a product that enabled people to use wireless networks everywhere. They found seven massive companies in LA and New York that agreed to help them design the product so it would be perfect for them.

They got the product out the door and not a single one of those 14 companies bought it. They didn’t want to deploy wireless because it would create more problems for them (and they didn’t see that it would create additional revenue).

One day in New York, an engineer sitting in a park realized he could still log on to the wireless system. Customers were bringing in wireless access points from homes and plugging them into the bank. It was an incredible security violation. So they changed their product to get rid of unwanted wireless first. Two weeks later, every company was a customer.

You have to make sure that your solution is something that people want. That’s why you must focus on the problem and build from there. 

Resources & People Mentioned

• Business Made Simple

Connect with Dave Butler

• Connect on LinkedIn
• Follow on Twitter

Connect With Paul Watts 

• LinkedIn
• Twitter 

Subscribe to SALES REINVENTED

Audio Production and Show notes by PODCAST FAST TRACK https://www.podcastfasttrack.com

Storytelling is how you help prospects and customers remember you and understand your product (and why it’s valuable to them). Humans interpret things through stories. If you can tell a story that makes sense, you’ll be more successful. But if you can tell a story interweaved with tension and release, you’ll hook your listener and they’ll be more invested in what you have to say. Steve Benson shares why this is his favorite storytelling strategy in this episode of Sales Reinvented! 

Outline of This Episode

• [0:54] Why storytelling skills are important in sales
• [1:32] Is storytelling a skill that can be learned?
• [2:18] Tension and release are key to a great story
• [3:28] The attributes of a great storyteller
• [7:34] Resources to improve storytelling abilities
• [9:04] Steve’s top 3 storytelling dos and don’ts
• [12:59] Stories have the power to win new business

Tension and release are key to a great story

Some people are better speakers than others—but is it because they’re born that way or learned those skills as a young child? Anyone can become a better storyteller. It’s about communication, being articulate, and understanding the elements of what makes a story. 

When you’re in a conversation and want to sound interesting, it comes down to tension and release. You lay out the characters, where you are, what time it is, and set the scene. Then you describe the tension/problem and the resolution. Movies build tension and have small resolutions throughout the story that keeps you hooked.

The attributes of a great storyteller

You need to be articulate and use variability within your voice. You can use a coach to learn what you’re doing right or wrong. Are you calm and relaxed? Or tense? You need to be confident, clear, crisp, and articulate. But the most important thing is to tell good stories that are interesting and relatable. 

When you’re selling a service or product, a prospect is thinking about it from different perspectives, which is why it’s important to ask them questions so you understand how they view the problem. Then you can serve a story that’s framed in the right way. It all starts with asking, “Why are we here today? Why did you invite me in?” When you do this, your stories will resonate intensely. 

Steve’s top 3 storytelling dos and don’ts

Steve shares a few key dos and don’ts of the storytelling process: 

• Use storytelling to address objections before they’re voiced. If you suspect a customer will have a certain problem or question, bring it up casually and answer their question with a story. 
• Use stories to make it easy for a prospect to say yes. You can shorten your sales cycle if you can help people connect with others who have been in a similar situation. It takes risk off the table. 
• Uncover what the story needs to be about. Uncover the prospect’s perspective so you map the right story and frame it correctly. 
• Don’t wing it. It’s better to have a framework for storytelling in your mind (set up the story, move into the problem/tension/challenge, and share the challenge). 
• Don’t make your salespeople make up their own stories. Have a place where they can share relevant stories and build them into your sales culture. 
• Don’t be boring. When you tell a story, use excitement in your voice. Build tension and release tension throughout your story to keep things interesting. 

Stories have the power to win new business

When BadgerMaps was a startup (2013) they offered a service that did one thing well: They took customers and put them on a map so you could see where all your customers were based on their specific attributes. They were courting a large medical device company with revenues of $6 billion a year. 

Because they were a small startup, they had to share who they were and what they did in an impactful way. They had to come across as trustworthy. So they were honest and open about where they were—but shared where they planned to go. They signed a three-year deal with the medical device company—large enough to cover their expenses for the entire next year. It allowed them to build out the product for other companies. 

Learn more about Steve’s storytelling process in this episode of Sales Reinvented!

Resources & People Mentioned

• Say Less and Sell More: The Art of Storytelling
• Leveraging Storytelling to Close More Sales

Connect with Steve Benson

• Connect on LinkedIn
• Follow on Twitter

Connect With Paul Watts 

• LinkedIn
• Twitter 

Subscribe to SALES REINVENTED

Audio Production and Show notes by PODCAST FAST TRACK https://www.podcastfasttrack.com

Park Howell knows that if you’re a leading sales professional, you want to communicate and resonate on a deep level to convert prospects to life-long evangelists for your brand. But you may not connect as well as you could because you lead with logic and reason. Your audience wants the emotional pull of an irresistible story. 

That’s why Park coaches salespeople with his ABT framework to escalate and accelerate the sales process. Storytelling is the fundamental agile communication tool to get everyone on board as quickly as possible—especially prospects. He shares more about his storytelling framework in this episode of Sales Reinvented! 

Outline of This Episode

• [1:02] Why storytelling is an important skill to possess
• [3:05] Is storytelling a gift that can be learned?
• [4:08] Park’s ABT framework for storytelling
• [5:58] The attributes of a great storyteller
• [8:13] Resources to improve storytelling
• [10:15] Park’s top 3 storytelling dos and don’ts
• [13:34] How do you employ brevity in storytelling?
• [15:10] Why salespeople choose not to tell stories
• [16:02] Non-narrative bravado versus true narrative

Is storytelling a gift that can be learned?

Great storytellers are like great athletes. They learn and perfect their craft over years of practice. When armed with the right framework—you may not elevate to the level of experts—but you can give yourself an unfair advantage in the sales realm. It comes back to how to use narrative to your benefit. But you have to understand the magic to cast the spell. If you learn storytelling techniques, it will up your game and boost your sales. That’s why Park created the ABT framework. 

Park’s ABT framework

The ABT framework—i.e. the “And, but, and therefore” framework—is set up on the three forces of story: agreement, contradiction, and consequence. The limbic brain is a pattern-seeking cause-and-effect, decision-making, buying brain. It loves the setup, problem, and resolution dynamic that’s offered through storytelling. 

• Agreement: You place your audience at the center of the story. So you must understand who they are, appreciate what they want and why it’s important to them this is the “and”).
• Contradiction: You must empathize with why they don’t currently have what they want. What are the obstacles? What “but” is in the way?
• Consequence/Resolution: How are you uniquely equipped to help them get what they want? This is the “therefore.”

It’s about understanding, empathizing, and appreciating who your prospect is, what they want, and how you can help them get it. 

Park’s top 3 storytelling dos and don’ts

As you use the ABT framework, Park notes there are some dos and don’ts you want to keep in mind: 

• According to storytelling expert Robert McKee, You have to understand your audience in a “God-like way.” Who are you writing the story for? What do they care about? How will you make your story something they can relate to and connect with? It’s the same for storytelling in business sales and marketing.
• Help your prospect imagine what a brighter future looks like for them if they work with you. No bullet-point list of features and functions can make this happen. You have to fire up the theater of the mind and imprint images on their brain so you become remarkably memorable. 
• The most vigorous stories rely on brevity. Use specific well-crafted language because the power is in the specifics. 
• Don’t believe you’re already a good storyteller because chances are you’re probably not. You have to be intentional and use a framework to evolve from winging it to winning with it. 
• Do not “and, and, and” your audience to death. Use the “setup, problem, and resolution” dynamic to build your storytelling abilities and tell a great story.
• Don’t dismiss the power of storytelling as a gimmick. Storytelling will differentiate you in a crowded market, build urgency for your offering, and deliver on the promises that you make. 

How do you employ brevity in storytelling?

Park emphasizes that you must focus on the singular point you’re trying to make and hang everything else from it. Once you’ve hooked your listener and laid out the problem/solution dynamic, you need to share a short story to make a real-world impact using the five primal elements of a short story: 

• When did it happen?
• Where did it happen? 
• Who is the single protagonist it happened to?
• What happened? What was the outcome?
• How does it make your business point?

If you follow those elements in that order and share a story, your prospect can picture what the outcome looks like for them quickly. 

Park drives home this episode with a story that demonstrates exactly how his ABT framework makes an impact on salespeople and their prospects. Don’t miss it!

Resources & People Mentioned

• ABT Agile Narrative Framework Course
• The Narrative Gym for Business
• The Business of Story Podcast

Connect with Park Howell

• Connect on LinkedIn
• Follow on Twitter

Connect With Paul Watts 

• LinkedIn
• Twitter 

Subscribe to SALES REINVENTED

Audio Production and Show notes by PODCAST FAST TRACK https://www.podcastfasttrack.com

A prospect needs to see themself in a solution to believe it’s possible for them. Storytelling is what helps your prospects put themselves in whatever situation that you’re talking about. When they can relate to the story and hear what the moral is, they’re more likely to move forward. But you have to tell the right story. And according to Kendra Lee, the key to choosing the right story is listening. Learn how she utilizes this simple tool to realize extraordinary results in this episode of Sales Reinvented! 

Outline of This Episode

• [0:43] Why storytelling is an important skill for salespeople
• [1:26] Can you become a gifted storyteller? 
• [2:20] The ingredients of a great story that sells
• [3:28] The characteristics of a good storyteller
• [6:11] Resources to improve your storytelling
• [8:28] Kendra’s storytelling dos and don’ts
• [11:00] Maintain control of your narrative 

The ingredients of a great story that sells

According to Kendra, you have to begin with the problem that the prospect or client has. Start with a common problem of the hero of your story. Share in detail—using emotional words—what the hero went through trying to solve that problem. You have to infuse feeling words into your story. Then you must share what the result was and what happened when they solved their problem. The beginning, middle, and end must be related to the prospect. 

Listening is the key to stories that sell

Kendra believes great storytellers are great listeners. You can’t throw in a story in your sales conversation just because it sounds good. You have to listen to what you are hearing in the sales situation. What will help your prospect or client relate to what you’re talking about? 

You can’t do that if you’re thinking about yourself, when you’re going to say what, etc. You have to immerse yourself in what your prospect is saying and imagine yourself in their situation before inserting a story. Listen and draw upon your memory to share something relatable. 

Kendra’s storytelling dos and don’ts

Kendra shares some poignant dos and don’ts that every salesperson should keep in mind: 

• Listen so you can relate a story to what your prospect was telling you. You need to connect the dots for them.
• Don’t worry about the length of your story. Use whatever time you need to tell the story while keeping them engaged. 
• Wrap up a story and relay it back to them. Tell them what you’re gonna tell them, tell them, and then tell them what you told them. Sometimes they get so ingrained in the story that they forget why you were telling it!
• Don’t rush when you’re telling a story. Use your voice to help prospects get involved. 
• Don’t be droll or boring. 
• Don’t forget to check in with them to see if they understood the point of the story. 

Why you want to maintain control of your narrative 

When Kendra was a brand new sales rep and nowhere near reaching her quota, her manager offered to come with her on a sales call to help close the sale. When they arrived, Kendra’s manager asked to speak privately with the prospect. She came out of the office with a sly smile on her face. Kendra asked what she had told the prospect. 

Her manager had told the prospect that Kendra was a brand new sales rep and that it would be important for her to get a sale. She implored him to sign the order so Kendra could make her first sale for the year. Kendra was horrified. She has never forgotten that experience and vowed to never put herself in the situation again. 

She emphasizes that it’s up to you to control your client conversations—even when your manager is with you. You can be the one telling the stories and setting up the situation. Kendra could have gone in and been part of that conversation and controlled the narrative. 

Resources & People Mentioned

• Colleen Stanley

Connect with Kendra Lee

• Connect on LinkedIn
• Follow on Twitter

Connect With Paul Watts 

• LinkedIn
• Twitter 

Subscribe to SALES REINVENTED

Audio Production and Show notes by PODCAST FAST TRACK https://www.podcastfasttrack.com

Steve Hall emphasizes that storytelling is an important skill to possess in both life and business. Stories are an essential part of life. Stories move people to go to war, make peace, and fall in love. And stories can help salespeople stir emotion and create action in their customers. 

Steve believes that the more you immerse yourself in the world of good storytelling, the better you will become at the craft. He shares some tips and strategies to become a better storyteller in this episode of Sales Reinvented! 

Outline of This Episode

• [1:01] Why storytelling is an important skill to possess
• [1:58] Can anyone become a great storyteller?
• [3:13] The ingredients of a great story 
• [4:38] The attributes of a great storyteller
• [6:55] Resources to improve storytelling
• [8:27] Steve’s 3 storytelling dos and don’ts
• [10:38] Stories are the best way to illustrate a point

Become a great storyteller by immersing yourself in stories

Steve believes that anyone can learn how to tell a story. Those that are naturally gifted at storytelling enjoy listening to, watching, hearing, and reading stories. The more you expose yourself to other people’s stories, the more you unconsciously pick it up. 

Steve has also found that great storytellers are avid readers. The more widely you read, the more likely you are to have empathy for people. When you read fiction or watch a movie, you tend to put yourself in the role of the character (protagonist). 

When you identify with people from different races, backgrounds, and sexes, you build empathy that allows you to personalize a story. You tend to pick up the moral and ethical characteristics of the characters you identify with.

Steve’s 3 storytelling dos and don’ts

Steve points out that salespeople love to use case studies. But the problem with case studies in sales is that they make the salesperson or the company the hero. Instead, you need to share what great success a customer had with you as the guide. What else should you do? What should you avoid? 

• You need to get the listener to identify with the story and keep it relevant. 
• Be aware of universal themes such as love, loss, the hero's journey, etc. 
• Build in corroborating details so people know your story is true. 
• Don’t make it about you or boast about yourself. If you’re in the story, include mistakes that you've made and overcame. 
• Don’t waffle or go off on tangents. 
• Be honest—don’t make things up. 

Listen to this episode for more great advice from Steve! 

Stories are the best way to illustrate a point

Buying ERP software is a large risk for companies. It’s not only costly, but it can be disruptive to install and implement. And once you’ve chosen it, you’re stuck with it. So you have to trust your supplier implicitly. 

Steve’s company was a small developer competing with the giants of their time. And because Steve’s company was small, he was always asked how he’d be able to take care of customers after implementation. So Steve would tell a story.

His company had signed a customer whose IT Manager had developed the previous system from scratch. After they chose Steve’s software, the IT manager resigned and left them in a lurch. They couldn’t run their company. 

So one of Steve’s coworkers learned the existing software so he could install their software and help them continue to run their business. He slept on a cot in their office for six months. That’s an example of the level of dedication they give to their customers. 

If someone asks you a question, you can answer the question straightforwardly. But if you can illustrate how you’ve done something in the past, it’s far more convincing.

Resources & People Mentioned

• Seven Stories Every Salesperson Must Tell
• The Greatest Sales Deck I’ve Ever Seen

Connect with Steve Hall

• Connect on LinkedIn
• Follow on Twitter

Connect With Paul Watts 

• LinkedIn
• Twitter 

Subscribe to SALES REINVENTED

Audio Production and Show notes by PODCAST FAST TRACK https://www.podcastfasttrack.com

Humans are hardwired for stories. We were fed stories as children. We can relate to them quickly. Because of this, stories are the best way to engage with the people you’re trying to get to. Many tools and approaches can help anyone learn how to tell stories. If you can do your homework and practice your stories, you can be a good storyteller. But the importance of telling stories in your buyer’s context cannot be underestimated. Learn more from Lissa Dennis in this episode of Sales Reinvented! 

Outline of This Episode

• [1:04] Why storytelling is important in sales
• [1:40] Can everyone learn how to tell stories? 
• [2:15] The ingredients of a story that sells
• [2:50] The attributes of a great storyteller
• [3:44] Make your stories like TED Talks
• [4:35] Top storytelling dos and don’ts
• [6:53] The importance of context in sales storytelling

The ingredients of a story that sells

Good storytelling is about context. You need to answer four questions: 

• How will this story affect others?
• How does it affect the buyer? 
• Why does it matter to them?
• What’s the outcome of the story that’s relevant to the buyer? 

If you answer those four questions in your story, your buyer will take a big step toward your product or solution.

The story has to be bigger than your company. It has to be about the buyer that you’re facing. Add supporting details to the idea that your story represents to give it more meaning. The story needs to be engaging and easy enough to understand that whoever you’re talking to can retell it. 

Top storytelling dos and don’ts

Lisa shares some great points to take note of: 

• Reframe your content by shifting the language to your buyer’s language
• Add some personality and make the story engaging with humor, humanity, and emotion
• Make your story visual; Let the language allow the buyer to see themselves in the story
• Avoid company lingo or technical language in your story. 
• Don’t focus the story on your organization. It has to be about your buyer. 
• Make sure your story has a resolution that the buyer can relate to. You want them to take a step forward. It’s a subtle call to action. 

The importance of context in sales storytelling

Lisa has worked with a particular client for over 10 years. When she transitioned to a 2nd company, the business Lisa was getting from her dried up. 

So Lisa told her client a story about a long-term client who had stopped working with her. Lisa said business dried up and she couldn’t figure out why, so she just had to ask. She sat them down and asked if she had dropped the ball.

As Lisa told the story, her client started to smile. So Lisa asked her if something was wrong. Her client shared her story. She didn’t have the budget she used to have. Her projects were too small for Lisa and she’d be embarrassed to bring them to her. 

Lisa was careful to note that every business, pathway, and project is different and emphasized that her client shouldn’t be embarrassed. The next day, her client handed her three projects. Now, they've been working together for 17 years. 

It’s all about context. If you share a story that you think is similar to your potential client or customer’s situation, it can open doors. It can make it easier for your prospect or client to open up about their problems. 

Resources & People Mentioned

• Ted Talks: The Official TED Guide to Public Speaking

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Charles McFarland has a background in theater and has produced and directed over 60 shows. He points out that if you want to pitch to Pixar, it starts with the hero’s journey. You share the hero’s challenges, goals, desires, and obstacles, and get to the inciting incident. How do you as the guide or coach come to the rescue and lead to an outcome, i.e. their “happily ever after?” You have to remove tension from the sales relationship and move to an emotional plane. The best way to do that is through storytelling. Charles shares his process in this episode of Sales Reinvented!

Outline of This Episode

• [0:55] Why storytelling is an important skill to possess
• [1:40] Can the craft of storytelling be learned?
• [2:41] The key to a great story that sells
• [4:36] The attributes of a good storyteller
• [6:10] Resources to improve storytelling
• [7:06] Top storytelling dos and don'ts
• [10:37] Use StoryBrand to transform your sales pitches

The key to a great story that sells

What is key to great storytelling? Three simple things: 

• You need a hero that everyone can identify with
• You need a desire for improvement
• You must demonstrate pain points

If your “audience” likes act I of the story, the payoff will be greater in act V when you get the resolution. You need a strong backstory, a dramatic incident that says, “I can’t bear this any longer.” It must change the landscape and provide a need for the solution—your product or service. It needs a beginning, middle, and end with an emphasis on character. 

What does that look like? 

• You need an exposition: Who is the story about? What is their situation? What do they want?
• Something must happen to drive the story; there must be urgency. You must barrel your listener toward what would be a bad outcome. 
• Someone or something must come to the rescue and guide the hero through the obstacles to the desired destination

Storytelling dos and don'ts

Charles shares some great storytelling techniques he’s learned:

• Be the guide, not the hero. If the story is all about you, there’s no room for the audience to see themselves in the story. People want to hear a story about themselves.
• Make the story urgent and build dramatic tension. People must experience the lows before the highs to move the buyer to the emotional buying plane.
• Find stories that have a “wow” factor. Make sure the result is a transformation, not just an improvement. Get a customer to the point where they’re delighted and amazed.
• Don’t use the first person. Create a character and share it from their perspective. Offer several points where the listener can identify with that person.
• Don’t forget to “place” the story with your audience. You’re making a point, some sort of conclusion is being reached. You can tell when the audience is on the same page to move the story forward. If you don’t wait for that moment, you’ll leave your audience behind. 

How to use StoryBrand to transform your sales pitches

A year ago, Charles McFarland was coaching a brand campaign agency. They did terrific work but their pitches were boring. So Charles told them to identify what makes their audience look good and what would help solve their problem. He had them implement StoryBrand style storytelling.

What does success look like? What is getting in the way? How can you offer a solution and position yourself as a guide? 

They were set to meet a brand manager to have a “get to know you” conversation. They went in with their new StoryBrand pitch. The next day he called to offer them the contract. 

Resources & People Mentioned

• The Psychology of Selling
• To Sell is Human
• Building a StoryBrand
• Marketing Made Simple Podcast

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Buyers can read the features and benefits of products and services. They don’t need salespeople to tell them that. What do they need? Someone to help them imagine what the solution will feel like on the other side of the buying process. Storytelling helps the buyer relate the proposed solution to the buyer’s problem. It helps them believe that there is a solution and they gain confidence in you. When you tell stories, it activates oxytocin and makes people feel good. Storytelling fits the way humans are wired and that’s how you should communicate. Learn more about Janice’s imaginative storytelling process in this episode of Sales Reinvented!

Outline of This Episode

• [0:52] Why storytelling is an important skill to possess
• [2:27] Why anyone can become a great storyteller
• [4:25] The ingredients of a story that sells
• [6:16] Attributes of a great storyteller
• [8:09] Ways to improve your storytelling abilities
• [9:30] Top 3 storytelling dos and top 3 don’ts
• [13:26] Change the way you engage with your audience

The ingredients of a story that sells

Everyone knows how successful Apple has been. They have a program called the three “Fs” of empathy: feel, felt, found. It’s the key to their storytelling. Does your buyer or audience empathize through the medium of storytelling? Do they see themselves in the story and say, “That’s me!” Or, “I’ve had that experience?” 

When you get these responses, you’ll know that your stories are empathizing with your audience. You can’t just tell a story. People need to engage with it. It must be relatable. When you use dialogue, it makes it more engaging. Nailing the delivery can make the difference. So whenever you get the chance, practice your stories on people you know. Even if you’re a gifted storyteller, you need to maintain your skills.

Janice points out that something happens in your life every day. Even if they’re personal stories, they can still be relatable to an individual buyer. Write down something that made you laugh, was unusual, or was memorable so when you’re looking for a story to tell, you’ll be able to find them.

Attributes of a great storyteller

The key attribute Janice believes is necessary is relatability. People need to see themselves as the hero of your story. Storytelling must contain novelty; something new. You’re selling them a solution that they don’t know about. Get them to imagine the new thing and relate to it. A great way to do that is to use the customer’s or buyer’s language. 

Storytelling enables the buyer to feel comfortable with your new solution. It doesn’t feel as scary when they can imagine it and see themselves in it. And if they don’t see themselves as the champion of the story, you’ve missed the mark. 

Top 3 storytelling dos and top 3 don’ts

What are some of Janice’s top storytelling tips? 

• Add intriguing dialog to your stories—but don’t mimic accents if you do them poorly. If you’re mimicking the buyer’s accent and they think you’re doing a poor job—or are mocking them—they will disengage. Stick to your own accent. 
• Practice your stories with family, friends, and coworkers. 
• Where do you pause in your story? Amend your story by using pauses to add dramatic effect. It changes the emphasis and helps you get the transformation across. 
• Don’t put your product in the story or yourself as the hero. The customer is always the hero. It helps them relate and see that there is a solution to their problem.
• Don’t use jargon and marketing speak. If you do, your story won't feel personal or authentic. Use simple language when you tell stories. 
• Stories are always based in truth. Never make up a story to fit what you want to sell. 

Change the way you engage with your audience

Janice started working with a publishing company that was losing customers to new competition in their space. When Janice was brought in to consult, she immediately noticed they were trying to sell themselves based on features and benefits. 

So Janice convinced salespeople to create stories of what they thought their customers were thinking when they were explaining features and benefits. They realized that they weren’t telling the stories their customers needed to hear.

You have to stand in the shoes of your customers. When you are able to see things from their perspective, you’ll have a revelation that can transform the way you sell. You want your customer to say, “If they can do that, I can do that too.” 

It just takes a little bit of work to move away from features and benefits and get your customer to imagine the future. What happened when they changed the way they engaged with their customers? Find out in this episode of Sales Reinvented! 

Resources & People Mentioned

• Patricia Frith
• Ravi Rajani

Connect with Janice B Gordon 

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