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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 1, 2022

Purposeful storytelling is the key ingredient to developing a sales strategy. You have a product or service that you want to sell to customers. People love a good story. So how do you craft what people want to hear that connects to you and your business? 

How was the company started? Who are some of the customers? What heartwarming and inspiring stories can you associate with the business? Purposeful storytelling can help you sell yourself. Learn more about Jim DeLorenzo’s storytelling process in this episode of Sales Reinvented! 

Outline of This Episode

  • [0:49] Why is storytelling an important skill to possess? 
  • [2:21] The key to becoming a great storyteller
  • [4:07] Craft stories that stay “top of heart”
  • [5:56] The attributes of a great storyteller
  • [8:20] A unique way to improve storytelling
  • [10:43] Top 3 storytelling dos and don’ts
  • [13:43] Creativity is key to purposeful stories

Can you become a gifted storyteller?

Storytelling is something that must be practiced over and over. Jim works with numerous entrepreneurs in startup businesses. As an owner or operator, you are laser-focused on building your business. You work hard on a skillset to make sure your business reflects what you want it to. Jim helps entrepreneurs tell their stories.

So how did he master purposeful storytelling? He reads as much as he can about an industry or subject to see different storytelling techniques. He watches newscasts and listens to podcasts to see and hear how stories are being told. Jim writes something every day. He practices his skills every day and brings them to his clients who do the same. 

Craft stories that stay “top of heart”

Startups are often selling interesting and compelling products or services. How will it change someone’s life for the better? How will it change an industry? How will it change an experience for the better? To tell those purposeful stories for startups, Jim investigates what the client is doing. He’ll interview their customers and the people behind the scenes. Jim looks for a heartwarming story that will stay “top of heart.” Once you impact someone on the heart level, the head follows. So he advises salespeople to look for compelling, interesting, and heartwarming stories—stories with a purpose.

A unique way to improve purposeful storytelling

When Jim is conducting media or public speaking training, he has his clients watch interviews. How do people present themselves? How do they tell their stories? Find the people who tell stories well and emulate them—and learn from those who don’t. You can see if people are comfortable and to the point.

Jim also recommends reading stories, articles, and books to see how different people tell their stories. Jim drew inspiration from Johnny Carson and The Tonight Show. Carson was always comfortable on camera and people reacted positively to him. Jim incorporated that into his career. 

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

Creativity is key to purposeful stories

When Jim was the Sports Information Director at Villanova University, the football team was gearing up for a media day. Jim sent notices out to local media about the date. No one showed up. Jim couldn't figure out why. So Jim started calling different outlets to gather information. Sadly, he found out that the Eagles had scheduled a press conference at the same time. Naturally, everyone went there. 

But Jim still needed someone to run a story about the Villanova football team. So he spoke to the Sports Director at Channel 6 and asked what he could do to get him out to run a story. It hit Jim: What if he had the Sports Director run plays with the team as the quarterback? The Sports Director thought it was a spectacular idea and agreed to do it the following week. 

The Sports Director ran plays with the football team and aired the whole segment on all four of their newscasts. It garnered a lot of attention. The next day, the rest of the local media called Jim, clamoring to run a story. 

You have to be creative to tell a story with purpose. You have to question what you need to do to get someone to listen to your story. 

Connect with Jim DeLorenzo

Connect With Paul Watts 

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