Sales Reinvented

Park Howell knows that if you’re a leading sales professional, you want to communicate and resonate on a deep level to convert prospects to life-long evangelists for your brand. But you may not connect as well as you could because you lead with logic and reason. Your audience wants the emotional pull of an irresistible story.  That’s why Park coaches salespeople with his ABT framework to escalate and accelerate the sales process. Storytelling is the fundamental agile communication tool to get everyone on board as quickly as possible—especially prospects. He shares more about his storytelling framework in this episode of Sales Reinvented!  Outline of This Episode [1:02] Why storytelling is an important skill to possess [3:05] Is storytelling a gift that can be learned? [4:08] Park’s ABT framework for storytelling [5:58] The attributes of a great storyteller [8:13] Resources to improve storytelling [10:15] Park’s top 3 storytelling dos and don’ts [13:34] How do you employ brevity in storytelling? [15:10] Why s

A prospect needs to see themself in a solution to believe it’s possible for them. Storytelling is what helps your prospects put themselves in whatever situation that you’re talking about. When they can relate to the story and hear what the moral is, they’re more likely to move forward. But you have to tell the right story. And according to Kendra Lee, the key to choosing the right story is listening. Learn how she utilizes this simple tool to realize extraordinary results in this episode of Sales Reinvented!  Outline of This Episode [0:43] Why storytelling is an important skill for salespeople [1:26] Can you become a gifted storyteller?  [2:20] The ingredients of a great story that sells [3:28] The characteristics of a good storyteller [6:11] Resources to improve your storytelling [8:28] Kendra’s storytelling dos and don’ts [11:00] Maintain control of your narrative  The ingredients of a great story that sells According to Kendra, you have to begin with the problem that the prospect or client has. Start wit

Steve Hall emphasizes that storytelling is an important skill to possess in both life and business. Stories are an essential part of life. Stories move people to go to war, make peace, and fall in love. And stories can help salespeople stir emotion and create action in their customers.  Steve believes that the more you immerse yourself in the world of good storytelling, the better you will become at the craft. He shares some tips and strategies to become a better storyteller in this episode of Sales Reinvented!  Outline of This Episode [1:01] Why storytelling is an important skill to possess [1:58] Can anyone become a great storyteller? [3:13] The ingredients of a great story  [4:38] The attributes of a great storyteller [6:55] Resources to improve storytelling [8:27] Steve’s 3 storytelling dos and don’ts [10:38] Stories are the best way to illustrate a point Become a great storyteller by immersing yourself in stories Steve believes that anyone can learn how to tell a story. Those that are naturally gifted

Humans are hardwired for stories. We were fed stories as children. We can relate to them quickly. Because of this, stories are the best way to engage with the people you’re trying to get to. Many tools and approaches can help anyone learn how to tell stories. If you can do your homework and practice your stories, you can be a good storyteller. But the importance of telling stories in your buyer’s context cannot be underestimated. Learn more from Lissa Dennis in this episode of Sales Reinvented!  Outline of This Episode [1:04] Why storytelling is important in sales [1:40] Can everyone learn how to tell stories?  [2:15] The ingredients of a story that sells [2:50] The attributes of a great storyteller [3:44] Make your stories like TED Talks [4:35] Top storytelling dos and don’ts [6:53] The importance of context in sales storytelling The ingredients of a story that sells Good storytelling is about context. You need to answer four questions:  How will this story affect others? How does it affect the buyer?  Wh

Charles McFarland has a background in theater and has produced and directed over 60 shows. He points out that if you want to pitch to Pixar, it starts with the hero’s journey. You share the hero’s challenges, goals, desires, and obstacles, and get to the inciting incident. How do you as the guide or coach come to the rescue and lead to an outcome, i.e. their “happily ever after?” You have to remove tension from the sales relationship and move to an emotional plane. The best way to do that is through storytelling. Charles shares his process in this episode of Sales Reinvented! Outline of This Episode [0:55] Why storytelling is an important skill to possess [1:40] Can the craft of storytelling be learned? [2:41] The key to a great story that sells [4:36] The attributes of a good storyteller [6:10] Resources to improve storytelling [7:06] Top storytelling dos and don'ts [10:37] Use StoryBrand to transform your sales pitches The key to a great story that sells What is key to great storytelling? Three simple thi

Buyers can read the features and benefits of products and services. They don’t need salespeople to tell them that. What do they need? Someone to help them imagine what the solution will feel like on the other side of the buying process. Storytelling helps the buyer relate the proposed solution to the buyer’s problem. It helps them believe that there is a solution and they gain confidence in you. When you tell stories, it activates oxytocin and makes people feel good. Storytelling fits the way humans are wired and that’s how you should communicate. Learn more about Janice’s imaginative storytelling process in this episode of Sales Reinvented! Outline of This Episode [0:52] Why storytelling is an important skill to possess [2:27] Why anyone can become a great storyteller [4:25] The ingredients of a story that sells [6:16] Attributes of a great storyteller [8:09] Ways to improve your storytelling abilities [9:30] Top 3 storytelling dos and top 3 don’ts [13:26] Change the way you engage with your audience The i

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 gre

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 ne

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 ne

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

“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

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

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? Yo

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 an

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 exp

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

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,

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 understand

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 wit

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