Beginning with the introduction, Smith shows how stories can trigger emotions and effectively prompt the decision-making part of the brain.
"This book shows you specifically what sales stories you need at your fingertips and when it's the perfect time to tell them."
- Richard Gorham
Smith shares a personal story about going to an art fair with his wife and finding a picture of a pig in the ocean, which caused them to become immediately connected to the piece.
Smith describes how the artist’s story about what the pig was doing in the ocean sold he and his wife on the piece of art. Compelling proof that stories sell.
In the first chapter, Smith educates the reader about what a sales story is – and maybe even more importantly – what it is not. He uses an excellent approach relating the top-of-mind story about the swimming pig to dissect the attributes of a good story.
We'll get back to the pig story in a minute...
Sell With A Story: Part One
Next, Smith explains how buyers want more stories and specifically what kinds of stories are compelling and why.
Starting with Part 1, What Sales Stories You Need And When
To Tell Them, Smith concludes each chapter with an exercise that translates the
strategy to practical action.
In Part 1 you'll learn
Introduce yourself, simply
Tell yourself motivational stories about how the
work you do makes a difference for others
Use stories to take the stress out of a sales
Get buyers to tell their story
Build rapport through storytelling
Use stories as a sales pitch, including
overcoming objections, negotiating price and closing the sale
Incorporate storytelling for exceptional service
after the sale
"Your first objective in a sales call should e to get buyers to tell you their stories, not the other way around."
- Paul Smith, Author of Sell With A Story
Sell With A Story: Part Two
2 is like a clinic about how to craft your sales stories.
Everything you need to know to create your
own sales stories is spelled out in easy-to-follow, sequential steps.
skip the appendix. It is packed with
templates and worksheets to help people create more compelling sales stories,
using all the ideas and tools from earlier in the book.
“Stories sell. And
the people who can tell a good sales story sell more than people who
can’t.” Paul Smith’s words ring true and
he delivers exactly what a person needs to start selling with a story.
So What About The Pig?
I know you're wondering the fate of the unfortunate pig in the ocean. Why on earth would a pig be swimming in the ocean?
Like most things in the Bahamas, many foods and goods must be shipped since the agriculture of the islands do not fully support the population.
Although I won't fully reveal the pig story, rest assured the pig is in the ocean of its own choosing and lives to swim another day.
Smith divulges the full story in the book and uses this example as a template for how you can create your own unique stories to be more successful.
UPDATE: No need to wait to hear the full story about why a pig was found swimming in the ocean. Now you can view the full story in Smith's own words...
Stories provide a great sales tool to sell more, and a great leadership tool to more effectively lead your people to new levels of achievement.
Use the templates and worksheets provided in the appendix to help your team members create the stories that will resonate with their clients and improve their results.