Ep. 168 – Selling Through Storytelling Part 2

SIBP-Blog-NEW-4Once they’re through with the pleasantries and the basic questions that make up the start of an initial sales call, most sales reps make a huge mistake. Instead of telling a story compelling story about another client in the similar position, they dive right into talking about their company’s product or service. Instead of feeling like a conversation between two people, it starts to feel like a sales pitch.

In this episode, host and business coach Tom Ryan continues his exploration of storytelling as a sales technique. As always, Tom is joined by producer and co-host Jason Pyles.

• Show opening, and recap of the last episode

• The one big mistake sales reps make (2:00)

• An aside about Brian Regan’s “Me monsters” (3:00)

• The seven-step storytelling structure (5:00)

• You don’t sell to companies, you sell to people (7:00)

• Businesses with multiple “heroes” (8:00)

• Using the most relevant client stories (9:30)

• Lining up your prospect’s problems with existing client stories (11:00)

• “You remind me of several of our customers” (13:00)

• Making the most out of the wrong prospect connections (15:00)

• Why internal referrals can be highly effective (17:30)

• Tom’s idea for a new sales program for non-sellers (19:30)

• Tom’s early sales experiences (20:30)

• To be continued …

• Sign off, and how to contact the show

• Bonus: Brian Regan’s “Beware of the Me Monster”

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