Sales Reinvented

Gideon For-mukwai grew up in central Africa, in a culture steeped with storytelling and folklore. Most of his education was conducted through the medium of story. Some people have a flair for storytelling, a rare gift for the craft. But if you aren’t inherently skilled at storytelling, he believes you can learn the skill. It all comes down to crafting stories with episodic moments that live in someone’s memories. Listen to this episode of Sales Reinvented to learn his secret! Outline of This Episode

• [1:20] Why stories are an ASSET
• [3:39] Can you become a gifted storyteller?
• [4:58] The 3 elements of storytelling
• [8:09] An episodic moment leads to action
• [9:45] Resources Gideon recommends
• [12:01] Gideon’s top 3 storytelling dos and don’ts
• [14:49] The right story changes hearts and minds

Stories are an ASSET

Stories are an invisible asset that should have a strong purpose:

• A: A story allows you to get attention from those around you. 
• S: They stimulate interest and curiosity. 
• S: Stories sow seeds of wisdom, seeds of persuasion, etc. in the minds of our audiences. 
• E: Stories should “emogetate,” a word of Gideon’s creation. Stories allow us to emotionally engage, educate, and entertain.
• T: Stories build trust one person at a time, one idea at a time, and one experience at a time. 

So how do you craft stories so that they are an asset? By using the 3 elements of storytelling.

The 3 elements of storytelling

Gideon believes a story that sells consists of 3 elements: 

1. The here and the now: This is an identifiable place between the teller and the listener. 
2. The down and out: This is an area or place where the teller transports the listener to create tension. It’s a place where a listener thinks they could fall into a deep dark hole. The question is, how do they get out? 
3. The future or the aspiration: Where do they want to go?

For a story to be persuasive in a sales environment, it has to be able to convey relatability. The teller must come across as someone who’s been there and faced the challenges they’ve faced. 

Secondly, the “down and out” scenario has to be realistic enough that the listener is thinking they could be in that situation. It needs to be an episodic moment that lives in their memory when they think of your story. They need to think about what they would do to get out of that situation. 

What future aspirations do they want? It must be a hopeful place where everyone wants to be. 

Great storytellers create episodic moments

A great storyteller needs to be relatable. The story needs to make you credible. They need to believe in you enough to pull out their wallet, after all. The person must be memorable. You need to create an episodic moment that your listener feels strongly about, so real that they feel that they were there. If they don’t feel that moment, they won’t remember you and they certainly won’t share your story with others. An episodic moment leads to action. 

Gideon’s top 3 storytelling dos and don’ts

• Don’t announce a story, especially if you’re speaking to adults. Embed it and dive right in.
• Don’t be the hero of the story. Make it someone else.
• Don’t tell a story without a gift—a meaning that they can glean from it by the end.
• Add in elements of episodic moments: moments when someone can feel like they were observing every detail—colors, smells, sights, sounds, etc. 
• Add in obstacles and challenges to make the story interesting, engaging, and worth listening to.
• Plan for surprises. Don’t let a story end without something surprising. Without novelty, a story is bland. If it’s bland, the amygdala tunes out and your story will compel nothing.

For more storytelling tips and strategies from Gideon, listen to the whole episode!

Resources & People Mentioned

• The Moral Molecule: The Source of Love and Prosperity
• The Science of Story Selling
• Leader's Guide to Storytelling
• Doug Stevenson's Story Theater Method

Connect with Gideon For-mukwai

• Gideon’s website
• 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

People buy emotionally and back it up with logic. Facts and figures are quickly forgotten. But a story makes you memorable. John Livesay jokes that you have to tug at people’s heartstrings to open the purse strings. To do that, you have to tell a compelling story. In this episode of Sales Reinvented, John shares more about the 4 elements of a compelling story: The exposition, problem, solution, and resolution.  Outline of This Episode

• [0:55] Heartstrings open the purse strings
• [1:30] The 4 elements of a compelling story
• [4:34] Characteristics of a great storyteller 
• [5:21] Resources to improve storytelling
• [5:57] Top 3 storytelling dos and don’ts
• [7:19] The exposition, problem, solution, and resolution
• [10:15] How to tell a concise and compelling story

The 4 elements of a compelling story John notes that a compelling story that sells must consist of four elements: 

• The exposition: You paint a detailed picture of who, what, when, where, and why
• The problem: Prospects need to feel like you have an understanding of what they’re experiencing emotionally
• The solution: Share how your product or service solved a problem
• The resolution: What is someone’s life like after they’ve hired you or purchased your product? 

The old way of selling something was, “This makes surgeries 30% faster. Do you want one?” Now, John will create a case story: 

“Imagine how happy this doctor was when he could update his patient’s family in the waiting room an hour earlier than expected because he used our equipment? If you've ever waited for someone you love to come out of surgery, you know every minute feels like an hour…” Another doctor can see themself in that story and recognize the need for the medical device. 

To describe someone’s problem, you have to be able to put yourself in their shoes. When you are empathetic, you become a great storyteller. Your brain becomes a playlist of stories ready to go at the right time with the right person.

How to tell clear, concise, and compelling stories

Make your story clear, concise, and compelling. If you don’t, you’re confusing people. A confused mind says, “no.” And if you aren’t concise, no one can remember your story or repeat it. Without an emotionally compelling story, people won’t care. They’ll be bored. 

But how do you craft a concise and compelling story? John shares an easy process to follow:

• Write down everything you know about a story/situation
• Edit the story down until it’s clear and concise
• Practice it and get feedback from peers to further refine the story

Remember that every word must earn a spot in your story. If you follow those steps, you should have a clear, concise, and compelling story. Another tip? Tell your story in the present tense so the listener feels like they’re eavesdropping on a story that’s happening in real-time. 

The exposition, problem, solution, and resolution

A medical company was selling a 4k resolution monitor. When John came into the picture, they were talking about things like “pixels” in their sales pitch and no one was getting emotionally involved. So he crafted a case story: 

6 months ago, Dr. Peterson—at a rural hospital in MN not exactly known for cutting-edge technology—decided to test the 4k resolution monitor. Brad, the sales rep, was in the operating room in case the doctor had any questions. The patient was overweight, which put him at risk during the surgery. Because of that, the doctor hit a bleeder. 

To the naked eye, it was a sea of red. How was the doctor going to find the source of the bleed in time to save the patient’s life? The doctor calmly looked at the monitor, which showed what the naked eye couldn’t see: subtle color changes between oxygenated blood and non-oxygenated blood. This allowed him to find the source of the bleed and save the patient’s life. 

The doctor turned to the rep and said, “You know, Brad, as a doctor, I don’t always need a monitor like this. But boy, when I need it, I need it.” That story brings tears to people’s eyes. Doctors want that equipment because they don’t want to be caught in a situation without that tool. 

Resources & People Mentioned

• John’s book: The Sale is in the Tale

Connect with John Livesay

• 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

Listen to other people’s stories. Analyze them. What resonates? What doesn’t? What is the purpose? In this episode of Sales Reinvented, Cathy Goodwin shares why you can’t just have a handful of useless stories that you deploy without thought. Each story must be carefully crafted to reach your audience and is crucial in the sales process. Learn how Cathy creates purposeful stories in this episode!  Outline of This Episode

• [0:46] Why storytelling is an important skill to possess
• [2:26] Learn what type of story to tell at the right time
• [4:20] The role of the customer’s backstory
• [9:43] Learn from listening to others’ stories
• [11:54] Top 3 storytelling dos and don’ts
• [15:08] Why purposeful storytelling is key

The importance of purposeful storytelling Storytelling has become the most important tool in the marketing arsenal—especially in copywriting and content creation. Storytelling allows you to do things you can’t do any other way. Telling a story helps illustrate points. It helps you share your expertise without sounding boastful. You can show a lot about what you do and who you are by telling a carefully chosen story. 

You can also explain a complex concept. Many businesses offer opportunities to clients that didn’t exist five years ago. Cathy knew someone who developed an app to help people find spaces to hold events. How do you explain that? How do you show why people might need the app? They shared why they created it: the founder needed somewhere to host a birthday party. Simple, yet effective.

Learn what type of story to tell at the right time

Everyone tells stories. Cathy says to think about meeting a friend for coffee or a beer. When you’re catching up with each other, you tell stories. What you have to learn is what type of story to tell and when to tell it. A business story isn’t the same as a personal story. You have to identify a story that has a purpose. You also have to learn the different kinds of business stories. Some stories explain. Some stories build relationships. Some demonstrate expertise. You need to know when to tell each kind of story.

The role of the customer’s backstory

Suppose you’re in a restaurant. You see the server walk by with a good main course. You didn’t see it on the menu but now that you've seen it, you want it. Cathy firmly believes that’s what a story that sells should be like. You want to create a dream for the reader. You take them into the dream and share the details. Encourage them to enter the scene with you. Give them an idea of what the outcome of working with you might look like. Then, you need to get the audience to say, “I want that.”

How do you accomplish this? It’s important to know the customer’s backstory. Cathy believes there are three parts to a customer’s backstory:

1. The problem itself: If you run a printing service, why do people come to you? Maybe they need flyers printed by next week and they’re complicated to print. It’s a complex job, so they come to you. 
2. Why can’t they do it themselves? Why can’t they just go to a Kinkos or a FedEx? Why do they need help?
3. What is their baggage? How many times have they been to other print shops? Have they had good experiences—or bad experiences? Maybe their order was late, misprinted, or people were rude to them. They bring baggage to the encounter with you. This is true for any relationship. 

When you know these things, you know how to begin to craft and tell a story. What else do you need to know? Listen to learn more! 

Why purposeful storytelling is key

Cathy attended a networking event in Seattle. Everyone was sharing what they did for work. But one woman stood out. She said, “I’m going to tell you about one of my clients. She didn’t have any savings, couldn’t put money aside, and had a bad credit score—but she wanted to buy a house. So we worked together for a few years. Last week, this woman closed on her very first house.” 

Everyone at the event found a reason to get that woman’s card. They all knew someone in a similar situation who she needed to talk to. She communicated what she did quickly and vividly through the use of a purposeful story. She chose the perfect story for a networking event. If you can do that for your prospects, you’ll connect on a deeper level—which can ultimately lead to sales. 

Resources & People Mentioned

• Building a StoryBrand by Donald Miller
• Cathy’s book: Grow Your Business One Story At A Time
• Cathy’s podcast: Strategic Storytelling

Connect with Cathy Goodwin

• Connect on LinkedIn
• Follow on Twitter
• Cathy’s website 

Connect With Paul Watts 

• LinkedIn
• Twitter 

Subscribe to SALES REINVENTED

Storytelling is the way to connect with clients and exchange information in the easiest format for humans. Unfortunately, most business conversations are so abstract that people can’t understand what you mean. But when you tell stories, clients understand you. As soon as someone tells a story, the other person wants to tell a story back. It’s the fastest way to get to a “sharing” conversation. It’s not about making assertions and claims about products. It’s such an important skill because salespeople have to get into problem-solving in-depth conversations to understand what’s going on. Stories are the path to understanding. 

They lay the foundation and propel prospects to a buying decision. Mike Adams shares how in this episode of Sales Reinvented.

Outline of This Episode

• [0:53] The importance of storytelling in sales
• [2:43] Everyone can become brilliant storytellers
• [4:50] Relevance is key to a great story
• [6:31] Curiosity is the #1 trait salespeople need
• [8:10] The 3 fundamental problems salespeople have 
• [10:27] Mike shares some storytelling resources
• [12:09] Mike’s top storytelling dos and don’ts
• [17:44] Stories have the power to influence

Everyone can become brilliant storytellers

Mike echoes what many other guests have iterated: We’re all storytellers. It’s the way we learn and the way we talk. But business conversations have become abstract. When Mike teaches storytelling to salespeople, they’re taught how to share little anecdotes about things that happen. It takes practice and it takes courage. But everyone can do it.

One of Mike’s partners in Germany was teaching a group of CTOs (specialists). They were the most technical dry people you’ll ever talk to. The “worst offender” was always asking questions in a cynical manner. They were convinced he’d never understand the power of storytelling. At the end of every program, they run a story competition. This particular gentleman told a brilliant story. 

Relevance is key to a great story

Stories must have a surprise; a turning point where the listener doesn’t know what’s happening next. Great stories have to be relevant to the situation your client finds themselves in. If it’s not relevant, it wastes their time. People push back and say that CEOs and other c-level executives don’t like stories. Mike notes that isn’t true, they just don’t like their time being wasted, which is why relevance is key. 

Mike teaches salespeople to overcome the three fundamental problems they have with story: forming connections, selling a change agenda, and getting clients to act.

If you can’t make a trusting connection with a client, you won’t get anywhere. If Mike tells a connection story about himself—such as how he got into sales—he’ll ask them a question. If they tell a story back, it’s a huge clue that the relationship can move forward. When they tell you a story, you can imagine yourself as them and better understand their decision-making. Stories lead to understanding and help answer the question: should you be doing business together?

Mike’s top storytelling dos and don’ts

Mike shares that it’s critical to know what a story is—and what a story isn’t. If you don’t connect a time and place to a character, it’s not a story. One of Mike’s clients sent him a white paper from a well-known global consulting research company. It was titled something like “The importance of storytelling in technology sales.” There wasn’t a single story in it. 

Secondly, you have to make sure that your story is relevant. It must be directly related to the situation that you’re in. Telling a story about yourself when you’re just meeting someone is highly relevant because you’re the most interesting thing in their field of view. 

Lastly, tell stories to get stories. It’s an art. A simple way to get a story is to share one, then pass it over to your prospect. If they’ve just heard a story, you’re likely to get a story in response. Some clients are dedicated to talking abstractly. They may say something “grand” sounding like “Good sustainability management is very important to us.” 

That’s when you need to ask a “story listening” question, such as: “That’s interesting. Could you give me an example of good sustainability management from your perspective?” Any question that takes you to a moment in time will get you a story (story triggering). The questions that salespeople ask that can get them a story gives them an advantage. 

Stories have the power to influence

Mike runs invitation courses for sales leaders to come and experience their program. Mike had been chasing a particular company he wanted to do business with. But every time he’d get close to someone in management, they would switch that person out. Finally, a head of sales training came to his course. 

When they got to the 3rd workshop, Mike was teaching how to manage objections with an “influence story.” Mike refers to objections as anti-stories. When a client has an incorrect belief about your products or services, you can’t fight it with facts. You have to find a better story. Mike teaches his students to acknowledge the anti-story and then share another story from a different perspective. They reframe it.

Mike’s student, Diego, wanted to share an influence story to explain to his boss why they need storytelling as part of their training program. This is what he crafted: 

“I acknowledge that our sales training program is brilliant. It’s finely tuned. I also acknowledged that our budget is less than it was last year. But thinking about being happy with what we have reminds me of my wife. We like to go mountain biking. I’ve been telling her for years to upgrade her bike. But she loves her bike and always refuses. But last week, we were out cycling and the frame of her bike broke. So I let her take my bike back and pushed her bike back to the car. When I arrived, she exclaimed that my bike was so much better than hers. She can’t believe she went that long without proper suspension. You can be perfectly happy with something but it doesn’t mean there isn't something much better out there to consider.” Because of that story, Mike was hired to train this company's global account directors.

Resources & People Mentioned

• Seven Stories Every Salesperson Must Tell by Mike Adams
• Solution Selling: Creating Buyers in Difficult Selling Markets by Mike Boswerth
• What Great Salespeople Do by Mike Boswerth and Ben Zoldan
• Putting Stories to Work by Shawn Callahan
• Story-Powered Sales on YouTube

Connect with Mike Adams

• Connect on LinkedIn
• Follow on Twitter
• Anecdote
• Anecdote’s Storytelling Programs

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 what sets you apart. If you are selling any sort of product or service, you’re not alone in the market—you will have competition. What makes you unique? What helps you connect with people is the ability to tell stories. Why? Because stories resonate. The ability to connect through storytelling improves sales and puts your business on a pedestal. It might just save lives. Shain Bernstein shares how in this episode of Sales Reinvented! #Sales #SalesReinvented #Storytelling #Story #StoryBrand  Outline of This Episode

• [0:47] Why is storytelling so important in sales? 
• [1:44] Can you become a gifted storyteller?
• [3:04] The ingredients of a great story that sells
• [5:01] The attributes of a great storyteller
• [7:47] How Shaun approaches storytelling
• [8:53] Storytelling from the lens of a lawyer
• [10:57] Top 3 storytelling dos and don’ts
• [14:42] Storytelling raises money and saves lives

Can you become a gifted storyteller?

Storytelling is prolific in our lives. Everything we do is storytelling. When you apply for a job, you’re telling a story. If you propose marriage, you’re telling a story. You constantly tell stories when you sell yourself. Some people are more natural storytellers but everyone knows how to tell stories. Shaun notes that we are all storytellers at heart, we just have to practice to get more comfortable and trust that the stories we have to offer matter. 

The ingredients of a great story that sells

Shaun received a newsletter from someone that was a casual contact but it had landed in his spam folder. The subject line was “This couple made a huge mistake.” Shaun took the bait and opened the email. The first two lines said, “This couple made a huge mistake, and here is how I helped them.” Shaun stood up and applauded in front of the computer.

A story should be simple and straightforward. A potential customer should see themself in the story. They should be able to say, “This sounds like me and the problem I’m facing. I should call this person. I need to buy…” Simplicity and connection drive sales. 

You have to be able to connect with an audience and an individual. Find a uniquely human element. Shaun emphasizes that you can’t get caught up in the minutiae but must focus on simplicity. Find common ground that demystifies the complexity of your business. People need to know who you are, what you do, and how you can help them.

Top 3 storytelling dos and don’ts

Shaun shares some simple, helpful storytelling tips: 

• Keep your simple and accessible and something your listeners can connect to. 
• Tell a story that has a point. People are busy when they’re reading, listening, watching, etc. 
• Have a call to action at the end of every story. It should connect to why your business can help and why someone needs your product or service. 
• Don’t make it all about you. As a business owner, your story is a huge part of how your business ticks. But it’s not a vanity project. Remember why you’re speaking to your audience.
• Don’t go too far into the weeds. Don’t wax poetic and go too far into the minutiae of a topic.
• Avoid jargon speak. As a previous lawyer, Shaun notes that they have their own lingo. They often forget that those outside of their world don’t have that same vocabulary. Take the time to explain and simplify what you’re talking about and you’ll be better received. 

Storytelling saves lives

Shaun worked on a project for a children’s hospital that was trying to fundraise for a new pediatric intensive care unit. They throw an annual fundraising event with a different goal each year. This year, they wanted to take a new approach.

Shaun spoke with some families and helped them tell their stories—stories of hope, survival, and care. He told stories about things the hospital had been able to accomplish because of the work they do so well. His stories became the core material for their campaign, during which they raised over $500,000. 

Shaun never thought he could have that impact as a storyteller. He emphasizes that you hold pure power in your words. Don't minimize the stories that you’re telling. Don’t minimize the impact of people’s stories. You don’t know the impact you’ll have on your listener, reader, or audience.

Connect with Shaun Bernstein

• The Write Stuff Agency

Connect With Paul Watts 

• LinkedIn
• Twitter 

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

The #1 hurdle that all salespeople face when they meet a new prospect is discovery resistance. 99.9% of the population dislike encounters with salespeople—they feel pressured, manipulated, and pushed into doing something they didn’t want to do. Storytelling is the key to breaking down discovery resistance in buyers. They won’t open up until they feel connected to you and trust you. Mike Bosworth shares what makes a great story—that breaks down barriers—in this episode of Sales Reinvented. 

Outline of This Episode

• [0:47] The importance of storytelling in sales
• [2:26] Can storytelling be learned?
• [3:33] Mike’s ideal storytelling structure 
• [5:35] The attributes of a great storyteller
• [9:32] Get some free resources from Mike
• [10:40] Top 3 storytelling dos and don’ts
• [13:27] Mike’s customer hero story

Can storytelling be learned?

Mike notes that most people are better storytellers than they think. When he runs workshops, he asks everyone to “Share a story they tell in their personal life.” People are more comfortable telling stories in their personal lives than in their professional lives. Even naturally gifted storytellers become better when they learn a storytelling structure.

Mike’s ideal storytelling structure 

A good story requires a story arc and a hero. The arc must include a setting, a struggle, a turning point, a resolution, and a moral. If someone tells a story about a business peer, the turning point would be the solution. The resolution would be using the product/service and how it made an impact (resolution).

There are three key stories that salespeople need:

• Their personal story (why they do what they do)
• Why they work where they work
• Stories about customers they’ve helped

When salespeople tell their company story, they start using “we.” But the pronoun “we” doesn’t get an emotional following. Instead, a salesperson needs to say “our” when talking about the company. You have to make their story about a person, not yourself. 

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

Mike’s storytelling strategy to overcome discovery resistance

Mike was a rookie salesperson in 1974, at the young age of 28. The marketplace knew nothing about his company’s technology because it was new. He was given a list of manufacturing companies in Orange County, CA. Management asked him to get them interested in the new product. 

He would walk into a manufacturer and go to the receptionist and ask to speak with the materials manager. 80% of the time, the manager would come to the lobby. Why? The only way they could learn about new products was to meet with salespeople. They’d see them just to see what they could learn and apply to their world. 

As soon as a manager looked at Mike, they’d look at their watch. They wrote him off because he was young and they thought he wouldn’t know anything about manufacturing. Mike would look them in the eye, introduce himself, and say “Can I share a quick story with you about another materials manager less than a mile from here that I’ve been working with for the last 18 months?” He never had a single person say no. 

He shared how he met this materials manager. That manager had two c-level people who were always angry with him. One was angry because he was carrying too much inventory. The other was angry because he was missing his shipping schedule. 18 months ago, he discovered Xerox technology that allowed him to replan his production plant. He was their pioneer customer. He went from $8 million in inventory to $2.8 million. His backlog dropped from 28% to 3%.

Then Mike would say, “Enough about me. What’s going on here?” They invited him in for a conversation. The story broke down the discovery resistance and led sales managers to the emotional conclusion that Mike understood them. They’d want to learn more. That one story allowed Mike to sell his pipeline. In 5 months, he sold more than anyone in the company did in an entire year. 

Resources & People Mentioned

• Mike’s article about Discovery Resistance

Connect with Mike Bosworth

• Story Seekers
• Connect on LinkedIn
• Follow on Twitter
• What Great Salespeople Do

Connect With Paul Watts 

• LinkedIn
• Twitter 

Subscribe to SALES REINVENTED

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

Technology products and services can be complex. They also solve complex and complicated problems. Storytelling can better explain complex ideas while also allowing the salesperson to create an empathetic and emotional bond with their audience. It builds trust with your audience quickly. So how do you build a great story? Edith Crnkovich shares the 6 basic elements of a great sales story in this episode of Sales Reinvented. 

Outline of This Episode

• [0:43] Why is storytelling an important skill?
• [1:28] You’re actually a natural storyteller
• [5:01] The ingredients of a great story 
• [6:42] Become a good collector of stories
• [8:05] Embrace these resources to improve your storytelling
• [10:16] Top 3 storytelling dos and don’ts
• [14:27] Why do stories need to be concise?
• [15:20] Don’t downplay the power of storytelling

You’re actually a natural storyteller (here’s how to perfect the craft) 

Edith believes that everyone is gifted at storytelling—they’re just not used to telling stories in a business environment. You meet with friends and share stories about your day. You share stories about your day with your spouse and children. Every human being knows how to tell stories—it’s an innate skill. The problem is that people think they can’t tell stories in a business environment, especially in the tech world. People forget that they’re natural storytellers. But you can always learn how to tell stories better. 

The 6 basic elements of a great sales story

There are six basic elements inside any business story:

• What is the major theme that you want to talk about? Is it aligned with your audience?
• What is special about the setting, time, and place? Time can be important when it comes to being competitive in business.
• What is the plot of the story? What series of events are connected to the central theme? 
• Who are the characters in your business drama? What are their aspirations, agendas, and fears?
• Who or what is in conflict? Conflict is central to telling a really good story.
• How do the characters change or transform through a challenge? 

This is how Edith teaches businesspeople to unpack storytelling. But what makes a great story? Edith believes it comes down to three elements:

• Surprise: You want to surprise your audience so they don’t know where you’re going with the story.
• Tension: You want tension and excitement, usually by introducing conflict. Conflict usually reveals a deeper meaning and highlights values, weaknesses, motivations, etc.
• Relatability: The audience must relate to the story emotionally and intellectually. 

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

Top 3 storytelling dos and don’ts

Edith shared some savvy storytelling dos and don’ts:

• Start with a story and end with a story. When you have to present a proposal to decision-makers, many salespeople start by sharing an agenda. Throw that out. Make the first slide an interesting story that will hint at the customer's problem, the solution, and create an empathetic bond. Ending with a story allows you to choose one point of value to deliver to the customer—making them the hero of the story. 
• How you craft your story is important. It needs to be emotional, but concise. Make it no more than three minutes. A crisp story holds attention. You need to hold tension without losing the attention of your audience.
• While you want to surprise your audience, you must quickly show how it connects to the business solution that you’re offering. 
• Don’t tell a random story to warm up your audience. Business people don’t want a random story. They want to hear a story that leads to how you’ll solve their problem.
• Don’t tell your story in a monotonous tone. Put some life into it. 
• If you’re going to share a feel-good story—and aren’t prepared to share the bad and the ugly—don’t bother with the story. Conflict and resolution are key. 

Don’t downplay the power of storytelling

Edith worked on a health technology product that hospitals in Europe had been using (it was fairly new). They were trying to bring the product into Australia. However, Australians don’t like to consider products that haven’t yet been proven effective in Australia. Hospital budgets are quite tight, often given to them by the government. Because of this, they are very careful about decisions with technology projects. 

So the sales team put together a proposal for a prospect. They called Edith in to help them. Edith advised them to start their presentation with a story that would emotionally resonate. So they shared how many people who suffer from a stroke die. Sadly, strokes are highly preventable and far too many people are dying from them. If these people had access to their medical technology, they could have survived. She helped them craft the story in about 350 words. 

They continued to weave storytelling throughout the proposal. When the sales team turned up to give this unsolicited proposal, it hit on an emotional level. They created curiosity. The decision-makers felt understood. What happened next? Listen to the whole episode to learn more!

Resources & People Mentioned

• Seven Stories Every Salesperson Must Tell

Connect with Edith Crnkovich

• Connect on LinkedIn

Connect With Paul Watts 

• LinkedIn
• Twitter 

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Purposeful storytelling is the key ingredient to developing a sales strategy. You have a product or service that you want to sell to customers. People love a good story. So how do you craft what people want to hear that connects to you and your business? 

How was the company started? Who are some of the customers? What heartwarming and inspiring stories can you associate with the business? Purposeful storytelling can help you sell yourself. Learn more about Jim DeLorenzo’s storytelling process in this episode of Sales Reinvented! 

Outline of This Episode

• [0:49] Why is storytelling an important skill to possess? 
• [2:21] The key to becoming a great storyteller
• [4:07] Craft stories that stay “top of heart”
• [5:56] The attributes of a great storyteller
• [8:20] A unique way to improve storytelling
• [10:43] Top 3 storytelling dos and don’ts
• [13:43] Creativity is key to purposeful stories

Can you become a gifted storyteller?

Storytelling is something that must be practiced over and over. Jim works with numerous entrepreneurs in startup businesses. As an owner or operator, you are laser-focused on building your business. You work hard on a skillset to make sure your business reflects what you want it to. Jim helps entrepreneurs tell their stories.

So how did he master purposeful storytelling? He reads as much as he can about an industry or subject to see different storytelling techniques. He watches newscasts and listens to podcasts to see and hear how stories are being told. Jim writes something every day. He practices his skills every day and brings them to his clients who do the same. 

Craft stories that stay “top of heart”

Startups are often selling interesting and compelling products or services. How will it change someone’s life for the better? How will it change an industry? How will it change an experience for the better? To tell those purposeful stories for startups, Jim investigates what the client is doing. He’ll interview their customers and the people behind the scenes. Jim looks for a heartwarming story that will stay “top of heart.” Once you impact someone on the heart level, the head follows. So he advises salespeople to look for compelling, interesting, and heartwarming stories—stories with a purpose.

A unique way to improve purposeful storytelling

When Jim is conducting media or public speaking training, he has his clients watch interviews. How do people present themselves? How do they tell their stories? Find the people who tell stories well and emulate them—and learn from those who don’t. You can see if people are comfortable and to the point.

Jim also recommends reading stories, articles, and books to see how different people tell their stories. Jim drew inspiration from Johnny Carson and The Tonight Show. Carson was always comfortable on camera and people reacted positively to him. Jim incorporated that into his career. 

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

Creativity is key to purposeful stories

When Jim was the Sports Information Director at Villanova University, the football team was gearing up for a media day. Jim sent notices out to local media about the date. No one showed up. Jim couldn't figure out why. So Jim started calling different outlets to gather information. Sadly, he found out that the Eagles had scheduled a press conference at the same time. Naturally, everyone went there. 

But Jim still needed someone to run a story about the Villanova football team. So he spoke to the Sports Director at Channel 6 and asked what he could do to get him out to run a story. It hit Jim: What if he had the Sports Director run plays with the team as the quarterback? The Sports Director thought it was a spectacular idea and agreed to do it the following week. 

The Sports Director ran plays with the football team and aired the whole segment on all four of their newscasts. It garnered a lot of attention. The next day, the rest of the local media called Jim, clamoring to run a story. 

You have to be creative to tell a story with purpose. You have to question what you need to do to get someone to listen to your story. 

Connect with Jim DeLorenzo

• Jim’s Website
• Connect on LinkedIn
• Follow on Twitter

Connect With Paul Watts 

• LinkedIn
• Twitter 

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Everyone has a filter and when they know they’re being sold to, they shut down. However, storytelling bypasses that filter and connects directly with the emotional brain. It helps your brain determine if you trust that person. Stories are the oldest form of communication. If it works so well as a method of communication, why wouldn’t it work in selling? 

That’s why—in his book “The Ultimate Selling Story”—Roy shares how to “Cut through the marketing clutter, forge a powerful bond with your market, and set up the sale using the hero’s journey of story selling.” Learn more of his methods in this episode of Sales Reinvented!

Outline of This Episode

• [0:54] Why is storytelling important in sales?
• [2:08] Can anyone learn the art of storytelling? 
• [3:48] The great storytelling formula: PAISA
• [6:47] What are the attributes of a great story seller?
• [9:41] Resources to improve story selling
• [11:07] Roy’s top 3 story selling dos and don’ts
• [15:23] The Titans of Direct Response

Can anyone learn the art of storytelling?

Some people are naturally gifted at storytelling. If you aren't one of them, you can learn how. Everyone’s heard of the hero’s journey. There are equivalent templates in storytelling and story selling. There are common structures and common purposes. If you want to get better, you have to practice. You can also do things to get out of your own head. For example, Roy joined an improv comedy class. 

The great storytelling formula: PAISA

Roy notes that the story itself is important but telling a good story doesn’t make you a great story seller. You need to build a character that shows a relationship with the prospect. Then you need to nail the story context.

Then you have to implement the great storytelling formula: PAISA. 

• Problem: You start by connecting with someone in the context of their problem—an actual problem or an unfulfilled desire. 
• Agitate: You have to agitate the emotions that make them want to take action.
• Invalidate: You have to invalidate the other options they’ve considered (i.e. a competitor)
• Solution: What is an effective solution to the problem that you started with? 
• Action: What action do you take in the end? What does it take to close the deal? 

You can use these two strategies to craft and tell great stories. 

The attributes of a great story seller

Roy believes that a great story seller needs three main attributes:

• The ability to actively listen: You may think that sales is one-way communication and putting yourself out there. But you have to pay attention to what your prospect cares about and is interested in. It will improve your ability to sell because you can cater your stories to the prospect. 
• The desire to gather stories: If you have your own great PAISA stories, client stories, etc. you need to gather them so you have a story available when you need to use one. 
• The knowledge that you need to understand your audience: What matters to them? Are you curious enough to set your ego aside and pay attention to what your audience is engaged with? 

One of the best things that can happen when you tell stories is when you imagine the story you’re telling. If Roy is telling a story about what someone is facing at work, he starts by imagining what their office environment is like. Imagining the three-dimensional space makes the story more compelling because you’ll include details instead of just outlining points. 

Roy’s top 3 story selling dos and don’ts

• Don’t think just because you tell a story that someone will buy. You still need a great offer that matches your audience. If your story doesn't build trust and serve the selling message, they won’t buy.
• Don’t forget that your job is to move the sale forward. An individual story may not close the deal but it may take the customer further toward making a decision. Maybe the goal of a story is to get their attention, book the next phone call, or get them to believe in your product. 
• Don’t tell a story without a purpose. If your story doesn’t have a sales purpose, it’s not doing its job—and may make the prospect question why they’re listening to you. 
• Start in the middle of the action instead of at the beginning. You don’t need the backstory. Start in the context of what’s going on in the moment that’s closest to the point of decision or peak excitement. Eugene Schwartz once said, “Every good sales message should open like an action movie.” 
• How does the story serve the buying decision process? The prospect needs to make a sequence of decisions to propel them toward a purchase. Your prospect needs a pathway.
• Include conflict in the story to make it interesting. A level of animosity, conflict, etc. makes the story more compelling. 

Listen to the whole episode to hear Roy tell a compelling story that sells.

Resources & People Mentioned

• Get some FREE resources from Roy
• The Titans of Direct Response
• Breakthrough Advertising by Eugene Schwartz

Connect with Roy Furr

• The Breakthrough Marketing Secrets Podcast
• The Ultimate Selling Story

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 people make decisions. How? Cognitive science helps us understand that as humans, we don’t make decisions the way that we like to think we do. We aren’t always rational logical creatures who assess the data and come to the most logical conclusions. Most of the time, our subconscious emotional brain makes a decision. A few nanoseconds later, our logical brain justifies and rationalizes that decision. If you want to influence people’s decisions, you need to speak to both parts of the brain. Storytelling is a spectacular way to do this. Paul Smith shares the key ingredients necessary to craft stories that sell in this episode of Sales Reinvented.

Outline of This Episode

• [0:49] Why is storytelling an important skill to possess in sales?
• [2:18] Is storytelling something that can be learned?
• [3:27] The 3 key ingredients of great storytelling
• [5:18] A great storyteller needs stories to tell
• [6:40] Improve your storytelling abilities with these resources
• [7:47] Top storytelling dos and don’ts
• [10:16] A tale of swimming pigs

The 3 key ingredients of great storytelling

Most great storytellers—movie directors, screenwriters, novelists—will typically tell you that you need three key elements to build a great story:

• A hero people care about
• A villain they’re afraid of
• An epic battle between the two

The hero people care about is a relatable main character that the buyer can relate to. Tell a story about another client who faced the same challenge they are. The villain is a relevant challenge that your audience is likely to run into themselves. The “epic battle” is a worthy lesson learned through struggle. If you translate those into a sales story it becomes a relatable character facing a relevant challenge who learns a worthy lesson. Simple, yet compelling.

A great storyteller needs stories to tell

It’s helpful for a salesperson to have an outgoing personality and the ability to talk to strangers. But most importantly, Paul emphasizes that you need stories to tell. Paul believes having stories to tell is more important than being a great storyteller. Why? Most salespeople aren’t professional performance artists, actors, public speakers, etc. No one expects you to be. But no one wants their time wasted with a boring or irrelevant story. So you must be intentional about cultivating stories. The story is more important than the delivery.

Top storytelling dos and don’ts

Never apologize or ask permission to tell a sales story. If you’re in a sales meeting with a potential client, don’t say, “Sorry to interrupt—can I tell a quick story? I promise it'll only take a minute!” That communicates that what you have to say isn’t important. If you don’t think it’s important, don’t tell it. 

Secondly, don’t announce that you’re telling a story. Doing so is neither exciting nor captivating. It turns most people off. They’ll automatically think that it’ll be boring and irrelevant. If you tell a great story, they’ll be fascinated and learn from it.

Lastly, Paul recommends that you keep your stories to two minutes or less—they shouldn’t be long epics. Leadership stories can be 3–5 minutes long because they can command an audience. You don’t have that luxury in sales. 

Need help with crafting compelling stories? Get Paul’s “25 Stories Salespeople Need” in the resources below. 

A tale of swimming pigs

Paul was at an art fair in Cincinnati with his wife, who was looking for some art to hang in their kids’ bathroom. They walked up to a booth selling mesmerizing underwater photography. One of the photos struck Paul—it was a photo of a pig swimming in the ocean. So he asked the photographer about it. That’s when the magic started. 

He said, “That picture was taken off the coast of an island in the Bahamas called “Big Major Cay.” A local entrepreneur decided to raise a pig farm on an uninhabited island. But there was no vegetation growing on the beach other than cacti. The pigs had nothing to eat. So a local restaurant owner on a neighboring island boated his kitchen refuse and dumped it just offshore. 

While pigs don’t normally swim, slowly but surely they all learned to swim so they could get to the good. Three generations later, all of the pigs on the island can swim. When the photographer got to the island to photograph the pigs, he didn’t even have to get out of the boat. The pigs swam to him immediately. Paul paid cash for the photo immediately—he HAD to have it. 

Two minutes earlier, that was just a stupid photo. After hearing the photographer’s story, he had to have it. The story is what made the art interesting. And that’s why it’s hanging in Paul’s bathroom. 

Resources & People Mentioned

• The swimming pigs

Connect with Paul Smith

• Get Paul’s 25 Stories Salespeople Need
• Sell with a Story
• The 10 Stories Great Leaders Tell

Connect With Paul Watts 

• LinkedIn
• Twitter 

Subscribe to SALES REINVENTED

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