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Sales Reinvented

We at Sales Reinvented are on a mission to change the negative perception of sales people. Each week we will be interviewing experts in the field of sales and sharing their knowledge, ideas and expertise with our listeners. They share with us in our vision of a world where selling is a profession to be proud of. The aim of our formatted show is to provide ‘snackable’ episodes that are short enough to listen to in one sitting but long enough to provide real value that will help you in your sales career. Welcome to the Sales Reinvented Podcast.
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At Sales Reinvented, we are on a mission to change the negative perception of selling. Welcome to the Sales Reinvented Podcast.

Sep 14, 2022

Justin Zappulla believes storytelling enables salespeople to deliver a deeper, more emotional connection with their customers. It’s a fundamental human experience that everyone can relate to. It drives a deeper connection. When you’re communicating, you want that conversation to be as effective as possible. Storytelling is a critical skill to master in this process. 

Outline of This Episode

  • [0:49] Storytelling drives connections
  • [1:39] Can you learn to become a better storyteller?
  • [2:50] What makes a great story that sells? 
  • [3:45] Attributes and characteristics of a great storyteller
  • [4:23] Resources to improve storytelling abilities 
  • [5:12] Top 3 storytelling dos and don’ts
  • [7:40] A story that demonstrates the power of story

Can you learn to become a better storyteller?

Some people are naturally gifted storytellers. For some, it’s how they prefer to communicate or they’ve simply told stories their whole lives. But if you aren’t one of those people, storytelling is a skill that can be learned. 

You just need to understand what makes a great story. There are a few components you need to use and need to practice. Above all, you want to share stories that are relevant to your customers that will drive a point home. 

What makes a great story that sells? 

Justin points out that storytelling doesn’t have to be complicated. It comes down to two things:

  1. Be authentic: People can tell when you’re forcing something. Telling a story shouldn’t be about manipulating an outcome. But storytelling drives connections, which can lead to the desired result of a sale. 
  2. Tell stories that directly relate to the client’s specific situation. What were the common challenges, conflicts, resolutions, solutions, and results? 

Remember, relevant stories are the ones that will make an impact. 

Attributes and characteristics of a great storyteller

Justin believes that salespeople need to master presentation skills. When you’re delivering a message, how the story is told is important. You need to use the right words to illuminate the key message(s). You must talk at the right pace to capture attention. You have to pause when necessary to create suspense. Allow your audience a moment to think about something.

What are Justin’s 3 storytelling dos and don’ts? Listen to find out!

A story that demonstrates the power of story

In the late 2000s, Rob Walker set out to prove how powerful storytelling is. He went on eBay and bought 200 objects, around $1 each. Then hired 200 writers to write a story about each object and relisted them on eBay. One item was a plastic horse's head. After posting it with a backstory, the $1 item sold for $60. He ended up reselling all 200 items for $8,000—all because of the stories he told. 

How do you create value? How do you help your customers see you as a fit? How do they see the value in the price you offer? Storytelling does just that. It’s not just sharing benefits and features—It helps people relate in a way they haven’t. 

Resources & People Mentioned

Connect with Justin Zappulla

Connect With Paul Watts 

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