RETAILOBSERVER.COM NOVEMBER 2016
14
I
n SELL WITH A STORY: How to Capture Attention, Build Trust,
and Close the Sale, Paul Smith, storytelling guru and author of
bestseller Lead with a Story, shows sales professionals how to
leverage storytelling to cultivate rapport with prospects, ramp up
their closing rate, and seal customer loyalty. "Treat storytelling like
any other professional skill," Smith urges anyone anxious about their
lack of storytelling talent, and offers training and practice sessions in
crafting and delivering sales stories for maximum impact.
Drawing on hundreds of interviews with procurement managers—
folks on the receiving end of sales stories—as well as salespeople
from diverse organizations, SELL WITH A STORY starts with a case
for why to tell sales stories. On the list of compelling reasons:
stories speak to the emotional part of the brain that actually dictates
decision-making and stories are easier to remember than facts.
Then, it delves into the how to—with the help of targeted exercises
and engaging stories from sales leaders like Abercrombie & Fitch,
Ghirardelli, Hewlett-Packard, Costco, and Microsoft.
Readers will learn what specific sales stories they need in their
toolkit—for self-motivation, connecting with buyers, solving problems,
overcoming objections, adding value, and more—and when to tell
them; the elements of a great story, how to master "the hook" (that
is, transitioning in from sales pitch to storytelling), and how to come
up with the right story to tell; how to incorporate challenge, conflict,
and a feel-good resolution into a story in a way that directly relates
to what they're selling; and tips for telling interesting stories with
data, keeping stories short and on point, stretching the truth without
sacrificing authenticity.
B O O K R E V I E W
SELL WITH A STORY:
How to Capture Attention, Build Trust, and Close the Sale
Author: Paul Smith is a widely sought out speaker, coach,
and trainer on business storytelling techniques. A former
Procter & Gamble communications executive with an
M.B.A. from the Wharton School of Business.
Publisher: Amacom Books
RO
