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Sell with a Story: How to Capture Attention, Build Trust, and Close the Sale, by Paul Smith
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Despite all the high-tech tools available to salespeople, the most personal method still works best.
Storytelling packs the emotional punch to turn routine presentations into productive relationships. It explains products or services in ways that resonate; it connects people and creates momentum. Stories speak to the part of the brain where decisions are made.
Paul Smith, author of the acclaimed Lead with a Story, shifts his best-selling formula to the sales arena. In Sell with a Story, he identifies the ingredients of the most effective sales stories and reveals how to:
- Select the right story
- Craft a compelling and memorable narrative
- Incorporate challenge, conflict, and resolution
- Use stories to introduce yourself, build rapport, address objections, add value, bring data to life, create a sense of urgency, and more
Complete with model stories, skill-building exercises, and enlightening examples from Microsoft, Costco, Xerox, Abercrombie & Fitch, Hewlett Packard, and other top companies, this powerful and practical guide gives you the tools you need to turn your experiences into stories that sell.
- Sales Rank: #1536 in Audible
- Published on: 2016-10-18
- Released on: 2016-10-18
- Format: Unabridged
- Original language: English
- Running time: 484 minutes
Most helpful customer reviews
7 of 7 people found the following review helpful.
Most helpful in expected and unexpected ways, this book is a must read for ALL business people.
By JFC
I’ve long enjoyed the impact of a story to drive a position, but have never had a model to fully develop a quality story. This genuinely reads like someone that has put in the 10,000 hours plus of bringing the concept into the field, and subsequently perfected the model. The overall model itself makes story development seamless. And this was something that I and my business needed urgently.
This book has helped me both personally and professionally. But I want to speak to the area of greatest impact. As a small business owner, this book is a game changer for two critical problems we’ve faced.
First, we are a company with 40+ years of history. We’ve seen a lot of growth and change in our own industry and the industries we serve. And we struggle with telling the stories of our experiences. We have no repository of any, and when something in alignment comes up in a sales meeting, we have missed opportunities.
At my company, we have a great story to tell overall about who we are, what we do, and why. I've spent the past year struggling with getting something on paper. I didn’t have to read far to get there (page 30), and in ten minutes, we have an elevator story to tell anyone, from the POTUS to my 9-year old niece what we do. Running through our experiences over the years, we have a list of somewhere around 10 different scenarios we face when meeting with a prospect. And we have more than 10 great stories we can have ready at the helm.
Then the surprising, expected, and welcome outcome is solving problem #2. Our second problem is with employee engagement. Among the many wins from this book, this was the unexpected. My partners and I came to realize a year or so ago that one of our challenges of engagement is our need to articulate the magnitude that our employees have on solving problems for our clients. But it is not as simple as saying, “Hey Will, you solved a fifty-thousand-dollar problem today for Widget Co!” For the client, the impact is apparent, but employees in all companies often do not understand the impact of their efforts. But armed with a story, and all the tools imparted by Smith, we now have a powerful way to express our gratitude to our employees.
This book gets right to action. I enjoy that Smith executes the argument for the concept itself flawlessly, and then moves on. I find it frustrating when an author spends the bulk of their content reminding us of the validity of their original claim(s). The examples offered and the execution about each component drive buy-in without you having to revisit the original claim.
This is a book should be on the shelf of every business person that has something worth saying and something worth buying.
3 of 3 people found the following review helpful.
Already Using This To Build My Stories!
By David A. Brock
We know how critical stories are in connecting and engaging our customers. But if you’re like me, I struggle with developing and telling stories that are supportive of what I’m trying to accomplish. It’s so much more natural to go to the data, or the facts. But these don’t capture our customer’s imaginations.
Paul’s written a brilliant guide to help each of us leverage the power of story telling. First, he discusses the importance of aligning the story with where the customer is in their buying process/where we are in the selling process. The most appropriate stories in introducing ourselves to prospects are very different than those we use in presenting our solutions, closing, and even after we’ve gotten the order. After that foundation, he goes in to great detail in how to create powerful sales stories.
I tried his approach for a major presentation at for a group of top sales executives. The speech is coming up in a few weeks, but in preparing the speech and practicing it on a few people, incorporating stories has changed the impact and effectiveness of what I communicate. Paul’s guide will be the cornerstone to all my future speeches, and to most of my prospecting calls.
If you struggle with developing and leveraging high impact stories in your sales process, Paul’s book is a great guide to help you learn how to construct your own.
1 of 1 people found the following review helpful.
A Book for Salespeople and Leaders
By Mark Hunter
When I first saw the title I wondered why I would need to read it. As soon as the author Paul Smith shared the story of the experiment selling items on eBay I was hooked. The author shared the results of a test selling items on eBay and how having a story in the description allowed them to sell at a higher price. After reading that I immediately began thinking about situations where using a story would help me be more convincing.
The beauty of the book is how it is also an instructional book to help you learn how to craft and use stories to convey your position. After reading the book I would highly recommend it not just for sales people but anyone who in a position where you need to communicate with others.
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