Sales Reinvented

Human beings persuade others—and ourselves—with stories. Successful salespeople communicate using stories and it differentiates them from the rest. It’s important in any interaction. So Bob Apollo implores salespeople to “resist the itch to pitch” and instead, tell a story. 

Outline of This Episode

• [0:50] Why storytelling is an important skill to possess
• [1:37] Can you become a gifted storyteller?
• [2:41] The ingredients of a great story that sells
• [4:00] Characteristics and attributes of a great storyteller
• [5:45] How to improve your storytelling capabilities
• [9:24] Top storytelling dos and don’ts
• [13:27] Resist the itch to pitch

The ingredients of a great story that sells

Bob is convinced anyone can improve their storytelling skills. If you’ve ever participated in debate or theater, it can develop your confidence. It can make a powerful group exercise with other salespeople. To become a better storyteller, all you need is a simple structure and consistent practice. 

Bob points out that the essence of a great story dates back to the Greeks. Aristotle identified the three elements of a great story:

• Ethos: Can you tell a story with credibility and expertise?
• Pathos: Can you inject emotion into the story? Can you use your voice as a vehicle to support the story? 
• Logos: How can you use logic and facts to demonstrate a point? 

If you assess what makes a good sales story, they always include these elements. 

Characteristics and attributes of a great storyteller

Empathy, emotional intelligence, curiosity, and a desire to persuade through rhetoric are important. Can you read the audience and pick up signals from the listener? Can you adjust and adapt accordingly so your stories have the greatest possible impact? 

Good stories require that the salesperson can put themselves in the shoes of the listener. Really good stories are stories where the hero is the listener. It’s the best way to convince the audience that they can do better and be more successful. 

Top storytelling dos and don’ts

What are Bob’s recommendations? 

• Put yourself in your audience’s shoes. Imagine what will be interesting to them. 
• Make sure that the story is about them or what they can achieve, not just about you or your company.
• Don’t over-simplify the customer journey. If you’re trying to do something complex, there will be obstacles. Instead of sugar-coating the story and trying to con your audience, inject gritty reality into the story so it’s credible.
• Don’t over-simply something that your audience will suspect is difficult. Story is to help your listener become confident about an issue they might have doubts about. They won’t believe you and your story will be less effective.
• Don’t lie. It’s never a great way to start a relationship and lying will not build trust.

What else? Resist the itch to pitch.

Resist the itch to pitch

Bob was working with a company that had one salesperson that was far more successful and effective than anyone else. To understand what set him apart, Bob looked at everyone’s proposals. The underperforming salespeople ended their proposals with summaries about how they were better or why the prospect should buy from them. They were pitching the prospects.

The top-performing salesperson told a story. He didn’t start with “why us” but why the customer needed to change instead of carrying along the current path. He also shared why the customer would benefit from immediate action. Only once he established those things did he share the “why us.” 

Unlike his colleagues, this salesperson realized that by the time you get to a proposal, you aren’t competing against other vendors. You’re competing against the other projects that the customer could be spending money on. The last element they had to overcome was proving why they should approve this project rather than all the others. 

What happened when his colleagues attempted to embrace his storytelling style? Listen to hear the whole story!

Resources & People Mentioned

• Seven Stories Every Salesperson Must Tell by Mike Adams
• What Great Salespeople Do by Michael Bosworth
• Start with Why by Simon Sinek
• MrBallen on YouTube

Connect with Bob Apollo

• Connect on LinkedIn
• Follow on Twitter

Connect With Paul Watts 

• LinkedIn
• Twitter 

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

Storytelling helps the listener connect emotionally to the message you’re trying to convey. It’s also helpful for the listener (prospect, customer, etc.) to remember concepts, pain points, and more. You can use stories to demonstrate that other people are facing the same challenges and how you helped them with your product or service. Most salespeople avoid personal stories in the sales context, but not Kristie Jones. Find out why in this episode of Sales Reinvented!

Outline of This Episode

• [0:55] Why storytelling is important 
• [1:59] Can you become a better storyteller?
• [3:33] What makes a great story that sells? 
• [5:06] Attributes and characteristics you need
• [6:56] Resources to improve your storytelling
• [8:55] Top 3 storytelling dos and don’ts
• [10:48] How do you make a story concise?
• [12:13] Why personal stories have a place in sales
• [16:15] Learn more about Kristie’s book 

Anyone can become a better storyteller

Kristie points out that storytelling comes easier to some people than others. In fact, she never used to tell stories. So when she started writing a book, she hired a coach. The first thing the coach asked her to do was write down 10 stories (so the coach could see a baseline of her skills). 

Kristie learned that she could use examples completely unrelated to sales to teach concepts. You can take things from your personal life within the same context and apply them to business. What in your own life could you use to relate a concept or message to a prospect? 

What makes a great story that sells? 

You want to bring the emotions and pain to the surface. Kristie likes to say that “Discovery isn’t an event, it’s a process”. Every time you get on a call with a prospect, you have to take the pain you discovered and make it tangible and real in the moment. 

Some of the best storytellers are naturally funny. Humor can diffuse many situations. If you’re funny, that’s your secret weapon—use it. How can you build suspense in your story? How can you build emotion and deliver the punchline? How can you connect the story to your point? Those are all things to consider when honing in on stories to use in the sales context. 

Attributes and characteristics you need

You need to know your audience. You can relay a funny or suspenseful story depending on who you’re playing to. Kristie loves sports and easily jumps to sports analogies. But if she’s talking to a musician, football may not be relevant. 

Then you need to find a way to connect with your audience. What do you and the prospect personally have in common? Learning this can help you determine what personal stories to have in your arsenal. You also need to have empathy to be a better storyteller. The stories you tell need to demonstrate that “you’re not alone.” 

What are Kristie’s 3 storytelling dos and don’ts? How do you make a story concise? Listen to find out! 

Why personal stories have a place in sales

Kristie’s book is geared toward helping sales reps figure out what their “lane” is, i.e. what category of sales do you want to be in? To use sales to sell your way into the life you want, you have to be in the right sales role (customer success, hunting, gathering, etc.). 

Kristie was 5 when she began playing softball and she continued to play through high school. She started playing first base, then she moved to a different team and played 3rd base. As she grew older and stronger, they moved her to left field because she could throw to home plate easily. One day, her team’s catcher got injured. She volunteered to play the position and fell in love. 

It took a few years to figure out what her secret weapon was. She took the skills she had that were the most relevant and used them to benefit the team. You’ll have to test drive some sales positions to find the one that plays to your strengths. 

This story isn’t business related, yet she used a personal story to get her point across in a way that anyone could understand. 

Resources & People Mentioned

• Heroic Public Speaking

Connect with Kristie Jones

• 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

Justin Zappulla believes storytelling enables salespeople to deliver a deeper, more emotional connection with their customers. It’s a fundamental human experience that everyone can relate to. It drives a deeper connection. When you’re communicating, you want that conversation to be as effective as possible. Storytelling is a critical skill to master in this process. 

Outline of This Episode

• [0:49] Storytelling drives connections
• [1:39] Can you learn to become a better storyteller?
• [2:50] What makes a great story that sells? 
• [3:45] Attributes and characteristics of a great storyteller
• [4:23] Resources to improve storytelling abilities 
• [5:12] Top 3 storytelling dos and don’ts
• [7:40] A story that demonstrates the power of story

Can you learn to become a better storyteller?

Some people are naturally gifted storytellers. For some, it’s how they prefer to communicate or they’ve simply told stories their whole lives. But if you aren’t one of those people, storytelling is a skill that can be learned. 

You just need to understand what makes a great story. There are a few components you need to use and need to practice. Above all, you want to share stories that are relevant to your customers that will drive a point home. 

What makes a great story that sells? 

Justin points out that storytelling doesn’t have to be complicated. It comes down to two things:

1. Be authentic: People can tell when you’re forcing something. Telling a story shouldn’t be about manipulating an outcome. But storytelling drives connections, which can lead to the desired result of a sale. 
2. Tell stories that directly relate to the client’s specific situation. What were the common challenges, conflicts, resolutions, solutions, and results? 

Remember, relevant stories are the ones that will make an impact. 

Attributes and characteristics of a great storyteller

Justin believes that salespeople need to master presentation skills. When you’re delivering a message, how the story is told is important. You need to use the right words to illuminate the key message(s). You must talk at the right pace to capture attention. You have to pause when necessary to create suspense. Allow your audience a moment to think about something.

What are Justin’s 3 storytelling dos and don’ts? Listen to find out!

A story that demonstrates the power of story

In the late 2000s, Rob Walker set out to prove how powerful storytelling is. He went on eBay and bought 200 objects, around $1 each. Then hired 200 writers to write a story about each object and relisted them on eBay. One item was a plastic horse's head. After posting it with a backstory, the $1 item sold for $60. He ended up reselling all 200 items for $8,000—all because of the stories he told. 

How do you create value? How do you help your customers see you as a fit? How do they see the value in the price you offer? Storytelling does just that. It’s not just sharing benefits and features—It helps people relate in a way they haven’t. 

Resources & People Mentioned

• Storytelling TED Talks
• Janek storytelling resources

Connect with Justin Zappulla

• Janek.com

Connect With Paul Watts 

• LinkedIn
• Twitter 

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

Anyone can learn to incorporate storytelling into their day-to-day activities. Some people are more comfortable telling stories than others—but we’re all human. As humans, we tend to communicate via story, whether we actively recognize it or not. Even if you feel like you aren’t a natural storyteller, you likely are, you just aren’t aware that you can tell an effective story. Melissa Madian shares how to communicate with story in this episode of Sales Reinvented. 

Outline of This Episode

• [1:13] What storytelling is an important skill to possess
• [1:58] Why Melissa believes storytelling can be learned
• [3:11] The ingredients of a story that sells
• [5:42] The attributes and characteristics of a great storyteller
• [7:16] Resources to improve storytelling abilities
• [8:18] Melissa’s top 3 storytelling dos and don’ts
• [10:27] How humans communicate with story

The ingredients of a story that sells

Melissa’s husband is a screenwriter. His whole job is to tell great stories. According to him, a great story consists of a few main elements:

• A protagonist: Who does the story center around?
• Conflict: how does the protagonist go through a transformation? 
• A beginning, middle, and end: The protagonist starts in one spot, goes through a transformation, and ends in a happily ever after state. 

There’s usually a mentor that guides the protagonist on their journey. But what makes that story sell?

Melissa emphasizes that when you communicate with story, you have to think about your audience. The best salespeople convey relevant stories that are about your customer or buyer. That’s when it becomes a more effective story. Who doesn’t love to hear a story about themselves?

The attributes and characteristics of a great storyteller

Great salespeople listen first. Salespeople need to understand the world of the buyer that they’re speaking to. When you can get in the head of the buyer, you’re better at telling a story that connects. It helps you frame the story in their world. It’s about them and how they’ll be better with your product or solution. Good salespeople set the stage up for the buyer. 

Melissa’s top 3 storytelling dos and don’ts

Melissa’s storytelling tips are spot-on. Can you spot a theme? 

• Don’t make it about you. No one cares about you. It’s like going on a date and only talking about yourself. 
• Don’t pitch your product or solution as the hero of the storyline that you’re telling. Nobody cares about you.
• Don’t set up your story with, “I’m going to tell you a story!” 
• Make your story about the audience and make them the protagonist. 
• Tell the story in their world. What does their day-to-day life look like? What does their world feel like? Set the scene where they’ll understand it. 
• Inject your own personality and sense of humor into the story. 

How humans communicate with story

Even if your prospect is a busy executive or the most technical person you’ve ever met, they’re still human, right? And the most effective way to tell a story to another human being is through metaphors and analogies. Everyone can do this. We all use stories and analogies to explain complicated topics. 

One of Melissa’s clients tried to explain their product to her. They started by saying, “Well, it’s a complicated system of data-cleansing that indexes and modifies files and allows you to transfer information.” To Melissa, it came across as “Blah, blah, blah.” So she asked him to explain it as if she were a child. So the client asked her if she’s ever moved. Of course, she said yes. 

So he went on, “When you move from house A to house B, do you toss everything you own into boxes and move those boxes and when you arrive, question where they’re supposed to go? Or do you purge things you don’t need, put things in clearly labeled boxes, and every box goes to a specific room in house B? That’s what our software does. It takes your data, purges what you don’t need and indexes what you do, and then moves it to your new data warehouse. It puts what you need where you need it.”

That’s the story he should have told in the first place. Simple stories take something abstract and complicated and make it understandable to your audience. 

Resources & People Mentioned

• Melissa’s book: Enabler? I Hardly Know Her!
• Save the Cat! By Blake Snyder

Connect with Melissa Madian

• 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

“Story is a fact, wrapped in context, delivered with emotion.” – Indranil Chakroborty

What triggers the decision for someone to buy something? Emotions. Then we use the rational brain to justify decisions we’ve already made. When you’re selling features and benefits, you talk to the rational part of the brain. But storytelling is a beautiful way of connecting with the emotional part of the brain. When you can do that, you’ve engaged their sense of emotion (what drives the purchase) and sense of logic (which justifies the purchase). Objections are simply anti-stories that you must learn to combat. In this episode of Sales Reinvented, Indranil Chakroborty shares how to combat anti-stories with story. 

Outline of This Episode

• [0:57] Why storytelling is an important skill to possess in sales
• [1:56] Can you learn to become a gifted storyteller? 
• [4:30] The 4 critical pieces of a story that sells
• [6:58] What makes a salesperson great at storytelling? 
• [8:28] Resources to improve your storytelling abilities 
• [10:11] Indranil’s top 3 storytelling dos and don’ts
• [14:08] How to combat anti-stories with storytelling

Can you learn to become a gifted storyteller?

Indranil says to think about your kids when they were young. If you walked into a room and there was a broken vase on the floor, what would they tell you when you asked what happened? Did they tell you they knocked it off the table? Or did they tell a story? 

They probably told a story, right? But did you teach them to tell a story? Probably not. You teach your children mathematics, spelling, handwriting, etc. but you don’t teach them how to tell stories. Kids across the world make things up and tell stories. It is an innate human ability.

But many logical and analytical people label themselves as left-brained. When it comes to crucial business communication, they act like they're only capable of sharing bullet points, facts, and figures. 

Yet before the meeting starts, the “left-brained person” is chit-chatting and telling stories. You may call them experiences but they are stories nonetheless. Indranil emphasizes that salespeople need to open their minds and use that natural gift even in critical business situations. 

The 4 critical pieces of a story that sells

What are the critical things that are required to make a story?

• It needs to have a sequence of events.
• It needs to have a time marker and a location marker, i.e. “Once upon a time in a land far far away.” 
• You need characters.
• You need an “Aha!” moment that is unexpected, that makes you raise an eyebrow.

You have to be able to tell the story in a way that allows the listener to visualize what’s happening. You need your listeners to be able to empathize with the story. If you include the four elements of the story, get them to visualize the story, and feel it—that’s a great story. 

But how do you make that story sell? What makes a salesperson great at storytelling? Listen to hear Indranil share what it takes. 

Indranil’s top 3 storytelling dos and don’ts

Indranil shares some eye-opening dos and don’ts in this episode: 

• Never use the “S” word. Don’t say, “Let me tell you a story.” People define stories dramatically differently than they define business. When you think of stories, you think of children and made-up stories for entertainment. Business is about adults and nothing should be made up. It’s about facts and data. It’s not about entertainment. So if you use the word “story” most people think it will be frivolous and a waste of time. 
• Don’t use the “storytelling voice.” You know what it is—a low-pitched eerie voice that you think sounds suspenseful. You are not in the performance business. You aren’t acting out your story. When you modulate your voice, you’ve told people that you’re telling a story. 
• Chisel out everything that isn’t critical to delivering the message of the story. You want your story to be 90 seconds to two minutes. It’s okay to insert irrelevant details when you’re at a bar talking with a friend—not in business. Share the details that are required.

What are Indranil’s three dos? Listen to find out!

How to combat anti-stories with story

How do you handle an objection, i.e. an anti-story? Indranil notes that pushbacks stem from someone’s belief systems. They come in three forms:

1. They don’t have enough information
2. They have a different data analysis
3. They have a different belief 

You can break through the first two objections with facts, data, and analysis. But you can’t use facts to fight belief. Why? Because belief is a story in someone's mind. And you can only replace a story with a more powerful story. 

Whenever you get pushback on something, determine why they’re pushing back. If it’s based on belief, no amount of arguing or data will work. That’s why you must combat anti-stories with story. So find a story that’s opposite of their belief and share it with them. You’ll put a seed of doubt in their minds and open the door to further conversation. 

Resources & People Mentioned

• Indranil’s book: Stories at Work
• Lead with a Story by Paul Smith
• Sell with a Story by Paul Smith

Connect with Indranil Chakroborty

• 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 the first thing you can use to bring a situation to life and help someone connect with your product or service. Stories also give you credibility. That’s why stories should consist of genuine and relevant examples that help you better connect with your client. Even someone naturally skilled as a storyteller would benefit from learning skills to stay relevant. If it doesn’t come naturally to you, it’s a skill you can build and find success with. Amy Franko shares more of her thoughts on the topic in this episode of Sales Reinvented! 

Outline of This Episode

• [0:55] Why storytelling is incredibly important
• [1:55] Can you learn how to tell stories well? 
• [2:45] The 3 ingredients of a story that sells
• [3:59] Attributes of a great storyteller
• [5:18] Resources to improve your storytelling
• [6:13] Top 3 storytelling dos and don’ts
• [10:09] Involve your clients in your stories

Relevant Examples are key to stories that sell

Amy notes that relevant examples are a key ingredient to great storytelling. So is brevity and credibility. If a client is able to visualize the relevant example you’re sharing with them, it helps them connect to you as a credible source. Secondly, it helps them to connect and visualize—in their own environment—what you’re trying to convey. Do your examples in your stories help your clients challenge their thinking? Do your stories help them see things in a new light?

What are the attributes of a great storyteller? Listen to hear Amy’s thoughts!

Amy’s 3 storytelling dos and don’ts

What can you do to improve your storytelling? Amy’s dos and don’ts are spot-on: 

• Keep a list of your stories and examples. You experience so many things in your personal and professional life that it’s impossible to catalog all of them in your head. So keep a running list in a notebook or a word document that you can pull from when you’re searching for a relevant example. 
• Ask 2–3 of your best clients if they’re willing to share the story of your work together. Anytime Amy works with a prospective client, she asks for 2–3 people they can talk to that would be willing to have a conversation.
• Use data to augment your examples where it makes sense. Don’t lean heavily on data and metrics. The best storytellers can use that data to support a story. It can tell you how you need to change. The more comfortable you are with data, the more useful it becomes.
• Don’t forget to make your story relevant to the client. You’re better off with no example or story than using one that isn’t relevant to the situation. 
• Don’t forget what you’ve learned—your own stories and experiences—are valuable to your client’s scenario. Everything that you’ve learned along the way makes who you are. Use it as part of your storytelling process.
• Don’t forget that brevity is key. If you’re listening to someone tell a story and you lose track or forget what the purpose is, it’s too long. 

Involve your clients in your stories by sharing relevant examples

Amy had successfully made it to the final round in the running for a big opportunity with a client. She knew that she had to stand out from the other two competitors, which can be challenging when someone is seeing multiple presentations. What was her competitive advantage? Stories. 

Amy got to meet virtually with a number of the stakeholders who were going to be part of the decision making process for this RFP. In that process, Amy learned about them, what was important to them in the project, and what each person’s decision-making process looked like. 

Then she weaved that information into her presentation. She had built rapport through initial conversations and shown that she had listened to them by using relevant examples in her presentation. It helped her overcome the challenge and she ultimately won the RFP. 

Involve your clients in the story where you can. It helps them feel connected. What can you learn and takwary from what they share with you that can be woven into a story? Lastly, Amy emphasizes that you must use stories to connect. People remember stories long after facts, figures, and data. 

Resources & People Mentioned

• Amy’s book: The Modern Seller

Connect with Amy Franko

• 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

Human beings are intuitive storytellers. We look up to certain storytellers and clam up and think “Maybe I can’t do that.” But through practice and utilizing narrative frameworks, we can transform from being intuitive to intentional storytellers. Anyone can be just as compelling as someone they seek to emulate. But in this episode of Sales Reinvented, Mark Smyth points out that it helps if you use the “Three Forces of Story.” Learn more about his framework in this episode! 

Outline of This Episode

• [0:51] Why storytelling is an important skill
• [2:11] Can you learn to be a great storyteller? 
• [3:17] The three forces of story
• [5:03] Great storytellers are insatiably curious
• [6:37] Resources to improve storytelling abilities
• [8:10] Top 3 storytelling dos and don’ts
• [10:14] Why a compelling story is impactful

The three forces of story

Mark notes that every story contains a familiar structure: A setup, a problem, and a resolution. Act I, II, and III, a beginning, middle, and end. What makes a great story work? You need to include the “Three forces of story.” You want to start with a statement of agreement. 

You clarify: Who is your audience? What do they want? Why does your solution matter to them? Then you introduce the contradiction, i.e. the problem. Without a problem, you don’t have a story. Then you share the consequence or resolution, or “Here’s how I can help you get over the issue.”

Step two is adding in necessary details. The power of a story rests in the specifics. Add in simple things like when it happened, where it happened, who the character is and what their backstory is, what happened, and the revelation. What will help prove your business point? 

Great storytellers are insatiably curious

Great storytellers are great listeners. You have to be able to put yourself in your client’s shoes—and take the frameworks you’ve learned—and listen for the components of a client’s story. Doing this helps you learn what story to tell at the right time. And when you can repeat their story back to them in a way that’s even more clear, you build trust and connection. 

No one cares how much you know until they know how much you care. Take an authentic and human-first approach to connect with your audience. Storytelling is the greatest human connection tool ever—and more important than ever.

Top 3 storytelling dos and don’ts

Mark shares some great storytelling dos and don’ts: 

• Don’t repel, do compel: Don’t bore and confuse your audience by leading with facts, figures, numbers, charts, data, etc. without the context of a story. Instead, help your audience understand what you’re trying to say by wrapping it into the context of a story that compels them to action.
• Don’t be the lightbulb, be the flashlight: Don’t shine the light on yourself. Be the guide that illuminates your audience. Understand what they want, why it’s important, the problem they have, and how you’ll help get them where they want to be. It’s about what you make possible. 
• Don’t multiply—simplify. Don’t include multiple narratives that will confuse your audience. It’s too easy to let your excitement overwhelm your customer—especially when you know how to solve their problem. You want to tell the world, right? But when you say too much, it’s worse than saying nothing. Focus on the one thing that matters the most to your audience. 

Why a compelling story is impactful

Four years ago on a crisp fall day in the suburbs of Chicago, Mark got a knock on his front door. When he opened the door, he knew he was standing in front of someone about to sell him something. It was a charismatic young gentleman around 10 years old, holding a rake that was twice his size. He introduced himself and explained that he was trying to earn money and noticed that Mark’s yard was full of leaves. He offered to rake his yard.

Mark had been putting the project off for weeks, so it was an easy yes. The young gentleman, Charlie, got to work. Before heading back inside, Mark paused in the doorway and said, “What are you saving up for?” Charlie said he was saving up for a gaming system. His parents said he could have one but he’d have to earn the money to buy it himself. Completely impressed, Mark headed back inside. 20 minutes later, Charlie knocked on the door. He couldn’t possibly be done with the yard.

Charlie’s cheeks were bright red, his nose was dripping, and he had a look of utter defeat written across his face. When Mark asked him what was wrong, he said, “Sir, you’ve got a ton of leaves in your yard. It’s so windy, this is the best I could do.” Mark glanced over to see some barely recognizable leaf piles. But he offered to pay him anyway and asked what he’d charge. 

Charlie proceeded to ask Mark to pay him what he thought the work was worth. Mark paid him a premium because his story was compelling. His story—paired with his oversized rake—made Mark’s day. The look on his face when Mark handed him the money was priceless. 

What’s the lesson? Never miss an opportunity to share your story or discount the power that it can have on your audience. 

Resources & People Mentioned

• The ABT's of Selling™
• How I Built This podcast
• Masters of Scale podcast
• The Business of Story podcast

Connect with Mark Smyth

• 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

Stories are the earliest form of communication. They’re also the most effective way to connect with someone else. When we tell a good story, the buyer can see themselves in that story. As a result, it cuts through the logical part of the brain and goes straight to the emotional part of the brain. Decisions are made on emotion and backed up with logic. You can leverage a story to connect with your buyer, demonstrate an outcome, and make a sale. Stories make you stand out. Learn how Bernadette McClelland crafts stories in this episode of Sales Reinvented!

Outline of This Episode

• [0:49] Stories make you stand out from the crowd
• [1:44] Can you become a gifted storyteller? 
• [2:55] The ingredients of a great story that sells
• [4:09] Attributes + characteristics of a great storyteller
• [6:14] Resources to improve storytelling abilities
• [6:56] Top 3 storytelling dos and don’ts
• [10:13] How telling stories helped Bernadette get her green card

Can you become a gifted storyteller? 

Bernadette works with technical CTOs and salespeople. They argue that everything they do is technical and data-driven and that they don’t need storytelling capabilities to sell. When they realize that there is a structure, a process, a purpose, and a logical flow to delivering an impactful story, they embrace it. Some people are natural storytellers. Others realize that they can learn a structure to bring out the stories they already have, the stories that make them stand out from the competition. You have to be open to the idea that a story is a powerful mover and shaker in a sales conversation.

The ingredients of a great story that sells

Everyone is familiar with the “Once upon a time” and “Happy ever after” stories that you tell your kids, right? Those aren’t the stories that Bernadette is talking about. A great story that sells needs to have a relevant business point. You can tell a story, but what is the point? What is the outcome for the buyer? When you tell a great story—for the buyer to feel themselves in the story—it needs color, movement, and dialogue. The story needs some drama.

Top 3 storytelling dos and don’ts

Bernadette shares some storytelling tips to keep in mind:

• Don’t waffle. Bernadette jokes that everyone has been in a conversation with salespeople where they question: Where’s this going? What does this mean? How is this relevant? Will they just shut up?! You need to have a structure to your story.
• Don’t make up stories (or lie about them). If you don’t want to share someone’s name or business name, make it anonymous to protect their confidentiality. 
• Don’t put yourself as the hero of the story. Too many salespeople do this. 
• Prepare stories. You conduct research before you speak to a buyer, why not do the same with your stories? Prepare a story to connect with someone (and make sure you’re vulnerable, too). 
• Be relevant. What is the point of your story? How is it relevant to that particular buyer? Think of stories strategically. 
• Make the client the hero of the story. A salesperson with the best of intentions might try to share a case study. But a case study starts with, “I have this client…” The minute you say “I” or “we” you’re making the story about yourself. 

Even if a buyer likes you, some part of their psyche is still screaming that you’re a salesperson. There's a lack of trust. If you can demonstrate vulnerability in your story—perhaps where you made a mistake or a buyer had an objection—it lowers their distrust. Stories build trust. 

How stories make you stand out

Bernadette had to sell her economic value to the US Immigration Department. She remembers that it was a huge challenge to overcome. Bernadette approached the National Visa Center at the American Consulate and petitioned to get her green card.

She put together a series of nine stories that she shared with her guide, an attorney. Through these stories, she was able to demonstrate her value to the immigration department. The result? She was given a green card. 

She provided evidence from her past in the form of stories to demonstrate how she could be valuable to the US economy. She fully demonstrated her mantra that stories make you stand out. 

Resources & People Mentioned

• Story-Powered Sales
• Putting Stories to Work by Shawn Callahan
• Seven Stories Every Salesperson Must Tell by Mike Adams

Connect with Bernadette McClelland

• Connect on LinkedIn
• Follow on Twitter

Connect With Paul Watts 

• LinkedIn
• Twitter 

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

Storytelling is the fundamental method of communication that reaches the deepest part of humans. You can share an experience from your life to demonstrate why you understand someone, that you understand the problems they’re experiencing through the lens of your own story. This creates trust. 

People want to know that the person on the other side of the email, phone call, or presentation understands them and cares. Storytelling introduces you, helps you overcome objections, and shares how your products and services have helped other people. What does choosing the right story look like? Kyle Gray fills in the details in this episode of Sales Reinvented! 

Outline of This Episode

• [0:59] Why storytelling is an important skill to possess
• [2:14] Can storytelling be learned?
• [3:42] Meet your audience where they are
• [5:15] The attributes of a great storyteller
• [7:07] Choosing Your Perfect Story
• [8:56] The purpose of a framework 
• [10:32] Top storytelling dos and don’ts
• [13:38] Choosing your perfect story from your experiences

Meet your audience where they are

You need a deep understanding of how your ideal client experiences the problems related to your product and service. The level of your depth of understanding will directly impact the rest of the stories you tell in the sales process. You need to know how they’d describe the problem they’re experiencing as if they were talking about it with a friend at coffee. Learn the words they’d use. Once you know their problem, ask yourself when you’ve experienced something like it. It will guide you to the right story to sell to them.

A powerful skill to learn is how to speak. Do you use musicality, tone, and rhythm? Do you pause and take a breath in the right places? You also need empathy. You’ll want to share stories that will create trust and openness, stories from vulnerable or tense moments in your life. A great storyteller needs emotional intelligence to be authentic and convert prospects to customers.

Choosing your perfect story

How do you know what story to choose? Is it to introduce yourself and create trust? Is it to overcome an objection? Is it to give someone a glimpse into what your program or product is like? Do you want to shift their beliefs about what’s possible in terms of their problem? 

When people ask how to choose the perfect story, they typically want to know how they should introduce themselves, a sort of origin story. Kyle has a mini-course called, “Choosing Your Perfect Story,” that weaves in resources and ideas. 45 minutes of easy video content will help guide you to the perfect story to introduce yourself and help you put it into a simple framework to tell the story immediately. 

Top storytelling dos and don’ts

What does Kyle believe greatly impacts the success of a story?

• Speak in the present tense as if it’s happening to you. It activates areas of the brain and makes the story more emotionally engaging. 
• Whenever you use a list of examples, experiences, emotions, etc. in a story, use lists of three. It’s a naturally complete feeling number that keeps you from going into too much detail in any one place. 
• Be conversational when you tell stories. The characters should be talking and engaging with you versus you simply narrating. It helps the listener imagine the story is happening to them.
• Don’t be long-winded. People share too many details and it can bore the listener.
• Don’t spend too much time in the pain point, which emotionally fatigues the audience.
• Don’t over-teach. People overteach because they feel the need to prove themselves or they aren’t aware of what their audience needs.

Choosing your perfect story from your experiences

Kyle had a health coach come to him who was working with women dealing with hormone imbalances but she wanted to work with children with ADHD. She had just learned she had ADHD but didn’t want to share it with anyone. She felt ashamed of who she was and felt unable to help.

They examined her emotions and frustrations and he helped her realize that she was one of the best people to speak to the problem because she’s experienced it on a deep life-long level. Her story was exactly what she needed to share to speak to parents and children. 

When you’re choosing the perfect story, the first person you need to enroll is yourself. It should be so exciting for you that you want to overcome the objections you face and share it. You should feel so aligned with what you’re doing that you can face and overcome any challenge. No one should be as excited about your products or services as you are.

Connect with Kyle Gray

• The Story Engine
• 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

Why is emotional context an important aspect of a story? A prospect needs to feel like they identify with a character in your story. If they’re able to see themselves in the context of the story, it can deepen their investment in your conversation. So how do you craft stories that are compelling, where a buyer can feel emotionally invested? Dan Seidman shares his strategy in this episode of Sales Reinvented.  Outline of This Episode

• [1:01] Create emotional context for the buyer
• [2:35] Dan’s two models for storytelling
• [5:10] What makes salespeople great storytellers?
• [6:28] Two books that Dan recommends
• [7:26] Dan’s storytelling dos and don’ts
• [10:25] First impressions are everything
• [12:56] Dan’s “confession sessions”

Create emotional context for the buyer

When you share a story, you create an emotional context for the buyer. But if you can get buyers to go into the story, it deepens their emotional investment in the conversation. Dan was on a ride-along with a BCBS sales rep. They were talking to an owner and he asked, “What if you don’t switch insurance programs? What if you stay where you are?” 

The owner got angry and said, “My son chipped a tooth in an accident and they haven't paid for it because the dentist recommended an orthopedist take care of his fractured jaw. The insurance company rejected the claim because it was a dentist that recommended an orthopedic procedure.” He emphasizes that they were switching no matter what. His story helped them understand the emotional context behind the buying decision. 

Dan’s two models for storytelling

One model that Dan likes to use is “PET.” A story must be personal, emotional, and teachable. Another framework that’s great for written communication is “PWS.” You have a problem, you worsen it, then you offer a solution. 

Inside these two models, you want to create a role in the story that the buyer can identify with by building emotional context. When Dan trains people on storytelling, he shares a story about his daughter. In the scenario, his daughter is at McDonald’s playing in the kids’ area. A girl became quite upset because his daughter bumped her on the slide. The parents watched on the sideline to see what happened. The little girl spit in his daughter’s face. 

Dan then asks everyone in the audience, “What’s your teaching moment from this story?” Everyone—based on the role they identify with—tells a different teaching moment. Someone might say he was a bad parent because he didn’t intervene. Another person might say that the other parents were poor because they didn’t make their daughter apologize. There are ways to get people to identify with the characters, which deepens the experience. 

Dan’s storytelling dos and don’ts

Dan shares some savvy storytelling advice: 

• You need to make your stories sound like they’re spontaneous so the conversation is a back-and-forth. Don’t just fire it off like you have the story prepared. 
• Account for the professional and personal impact of the decision at hand. When you share a story, their professional and personal circumstances may impact their choice. If Dan is talking to a buyer and asks how their reputation and decision-making might impact their choices, they think about their role, who they get reviewed by, and where they want to be aligned when they make a decision. 
• Account for both the benefits people would obtain and the problems they would solve with your product or service. Most people have a problem-solving mentality or they’re motivated by benefits/good things. You have to speak to both types.
• Make sure when you share stories that they’re things you’ve had experience with or something you solidly believe in. You already have proof someone should buy from you because you can share reasons why other people said, “yes.” Tell them the consequences of success. 

First impressions are everything

Dan spoke with two salespeople who were on a sales call in Florida. It was a hot day. They had bought some slushies and sat in their car waiting for their appointment. One man looked over at his partner to see that his lips, teeth, and tongue were flaming red. He looked at himself in the mirror to see that his teeth were green. 

They walked into the building and people laughed at them as they walked through the lobby because they looked like circus clowns. But they had to keep their appointment. They were led into the president’s office, where they obviously weren’t taken seriously. 

First impressions are critical; they can kill your opportunity or create a great one. How do you bail yourself out of a mistake? You could use self-deprecating humor. Or, they could’ve brought in a Slurpee for the president of the company to mitigate the embarrassment. 

Dan shares a hilarious bonus story in this episode—don’t miss it. 

Resources & People Mentioned

• 10 Simple Secrets of the World's Greatest Business Communicators
• Presentation Secrets of Steve Jobs

Connect with Dan Seidman

• 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