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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.

Jun 22, 2022
Storytelling is what sets you apart. If you are selling any sort of product or service, you’re not alone in the market—you will have competition. What makes you unique? What helps you connect with people is the ability to tell stories. Why? Because stories resonate. The ability to connect through storytelling improves sales and puts your business on a pedestal. It might just save lives. Shain Bernstein shares how in this episode of Sales Reinvented! #Sales #SalesReinvented #Storytelling #Story #StoryBrand 

Outline of This Episode

  • [0:47] Why is storytelling so important in sales? 
  • [1:44] Can you become a gifted storyteller?
  • [3:04] The ingredients of a great story that sells
  • [5:01] The attributes of a great storyteller
  • [7:47] How Shaun approaches storytelling
  • [8:53] Storytelling from the lens of a lawyer
  • [10:57] Top 3 storytelling dos and don’ts
  • [14:42] Storytelling raises money and saves lives

Can you become a gifted storyteller?

Storytelling is prolific in our lives. Everything we do is storytelling. When you apply for a job, you’re telling a story. If you propose marriage, you’re telling a story. You constantly tell stories when you sell yourself. Some people are more natural storytellers but everyone knows how to tell stories. Shaun notes that we are all storytellers at heart, we just have to practice to get more comfortable and trust that the stories we have to offer matter. 

The ingredients of a great story that sells

Shaun received a newsletter from someone that was a casual contact but it had landed in his spam folder. The subject line was “This couple made a huge mistake.” Shaun took the bait and opened the email. The first two lines said, “This couple made a huge mistake, and here is how I helped them.” Shaun stood up and applauded in front of the computer.

A story should be simple and straightforward. A potential customer should see themself in the story. They should be able to say, “This sounds like me and the problem I’m facing. I should call this person. I need to buy…” Simplicity and connection drive sales. 

You have to be able to connect with an audience and an individual. Find a uniquely human element. Shaun emphasizes that you can’t get caught up in the minutiae but must focus on simplicity. Find common ground that demystifies the complexity of your business. People need to know who you are, what you do, and how you can help them.

Top 3 storytelling dos and don’ts

Shaun shares some simple, helpful storytelling tips: 

  • Keep your simple and accessible and something your listeners can connect to. 
  • Tell a story that has a point. People are busy when they’re reading, listening, watching, etc. 
  • Have a call to action at the end of every story. It should connect to why your business can help and why someone needs your product or service. 
  • Don’t make it all about you. As a business owner, your story is a huge part of how your business ticks. But it’s not a vanity project. Remember why you’re speaking to your audience.
  • Don’t go too far into the weeds. Don’t wax poetic and go too far into the minutiae of a topic.
  • Avoid jargon speak. As a previous lawyer, Shaun notes that they have their own lingo. They often forget that those outside of their world don’t have that same vocabulary. Take the time to explain and simplify what you’re talking about and you’ll be better received. 

Storytelling saves lives

Shaun worked on a project for a children’s hospital that was trying to fundraise for a new pediatric intensive care unit. They throw an annual fundraising event with a different goal each year. This year, they wanted to take a new approach.

Shaun spoke with some families and helped them tell their stories—stories of hope, survival, and care. He told stories about things the hospital had been able to accomplish because of the work they do so well. His stories became the core material for their campaign, during which they raised over $500,000

Shaun never thought he could have that impact as a storyteller. He emphasizes that you hold pure power in your words. Don't minimize the stories that you’re telling. Don’t minimize the impact of people’s stories. You don’t know the impact you’ll have on your listener, reader, or audience.

Connect with Shaun Bernstein

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