This document discusses the importance of storytelling for sales and provides examples of how to craft compelling stories to engage customers. It advocates using stories to help customers learn about your product or service, feel an emotional connection, and be motivated to take action. The key elements of an effective story are establishing a sympathetic character, exposing a conflict, showing a transformation, and conveying a moral. Stories should be kept short and relevant to the listener in order to have the greatest impact.

1. USING STORY TELLING FOR
STORY SELLING
JOHN MYERS
PRESIDENT OF SALES
SMALL BUSINESS USA

2. USING STORY TELLING FOR
STORY SELLING
Story Telling
Story Sharing
Story Selling
"In a world where people
have a lot of choices, the
story may be the deciding
factor."

3. USING STORY TELLING FOR STORY
SELLING
Before we start…
what would you like to get out of the meeting?
 Why is Story Telling so important?
 What are the elements?
 Why does it work?
 How we use it in everyday life.
 How you can have more fun!
SBUSA Minefield example

4. USING STORY TELLING FOR
STORY SELLING
Make it relevant!

5. GUESS WHO SAID THIS ABOUT SALES?
 First: Thorough preparation
 Second: Securing influence
 Third: Gaining a hearing
 Fourth: Creating a desire
 Fifth: Taking the order
“You must be interested yourself, or you cannot interest
others; and the way for you to become interested, is
to KNOW your book THOROUGHLY.”
“I have never let my schooling interfere with my education.”

6. MY OWN RULES FOR SELLING
 Always tell the truth, have fun and enjoy what you are doing.
 Never ever bash the competition.
 Always return phone calls within 24 hours.
 If you mess up don’t blame me because I’m the vendor. It’s a
partnership. I’ll admit when I’m wrong, you should too!
 Always try to do the right thing and then do it right!
 Look after your customers. Customer service is key!
 You have 2 ears and 1 mouth for a reason. Listen twice as
much as you speak and be respectful to everyone!
 Do your homework, understand your “product/service” and
be passionate about it.

7. WHY IS STORY TELLING SO
IMPORTANT?
The 3 elements of every convincing story:
 What do I want the recipient to learn?
 “Vision” stories. (Your company saved/improved a
business…”wow” stories.)
 What do I want them to feel?
 “Who am I?” stories. (Personal commitment and
connection.)
 What do I want them to do?
 “Why am I here?” stories. (Be up-front and trustworthy.)

8. ELEMENTS OF A GREAT STORY
 Sympathetic character AKA The Hero (Prospective client)
 The Hero sees a conflict that needs resolution
 Tension and conflict is exposed
 Crossroads where the change took place (your customer
purchased?)
 Moral of the story…Hero navigated the conflict and has
been transformed into a better state

9. ELEMENTS OF A GREAT STORY (CONT.)
 Connection….establish credibility, trust and emotional
connection. Do your homework.
 Let them articulate the current state of affairs.
 Desire….what’s the destination?
 Expand the pain (but not too much!)
 Provide hope.
 Discuss potential results and seek agreement.
 Move to action…motivation…..invite collaboration.
HOWEVER!!!!
CFO example

10. THE THREE OUTCOMES FROM THE
STORY
 Learn
 Current state is not a good place to be
 Feel
 Empathy plus new confidence
 Do
 Collaboration with you for success

11. WHY DOES IT WORK
EXAMPLE…CHARMIN TP
 Mobile app called “SitorSquat”.
 Humanize the brand plus add sponsorship of outdoor
events (Times Square).
 Clogging and bio-degradable discussions in ads.
 “We like our TP the same way we like our coffee:
STRONG!”
 Friday is the only work day worth giving a “sheet” about.
 Focus on philanthropy and humor…what a CHARMINg
name for TP.

12. HOW DO WE USE IT IN EVERY DAY LIFE?
 Selling a product
 Selling a solution
 Selling a concept or idea in a business meeting
 Bed, Bath and Beyond persuasion
 Buying a winter jacket (etc. etc.)

13. TIME TO PLAY A GAME!
We need 2 people as volunteers!
iPhone and AT&T Android and Verizon

14. PHONES
ANDROID
 Price
 Removable parts
 Relevant features
 Standard USB charging
 Linux and unlockable
 Nice camera
I’m ok with this
IPHONE
 One IOS (do I care?)
 Secured Operating system
(do I care?)
 Over 1m apps (I have too
many already that I don’t use)
 The Apple Ecosystem
(awesome )
 Apple stores (Hmm, a mall on a
Saturday)
 Great camera
What?

15. SERVICES
 What’s important to you as a consumer?
 Making a phone call duh!
 Long battery life
 Service of phone and provider
 Apps
 Price
 Functionality/features…stylus as an example
 Camera
And they are talking to each other!

16. HOW YOU CAN HAVE MORE FUN!
 Develop anecdotal stories about your job.
 Develop anecdotal stories about yourself and your
friends.
 Always be truthful.
 Always relate to your audience. Make the conversation
relevant to them and not just about you.
 Be unique.
 Keep it short.