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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.

Dec 21, 2022

Rob Stenberg likes to say, “The shortest distance between two people is a story.” And if you’re looking to make an emotional connection, being able to tell a succinct story is a critical sales skill. Some people are more intuitive storytellers. But just like any other skill, you can learn how to tell stories. It takes time and practice and training to gain mastery. Rob shares some of his strategies to craft compelling stories in this episode of Sales Reinvented!

Outline of This Episode

  • [0:57] Why storytelling is an important skill to have
  • [1:30] Can you learn how to be a great storyteller?
  • [2:05] The ingredients of a great story that sells
  • [3:10] The attributes of a great storyteller
  • [3:56] Resources to improve storytelling abilities 
  • [4:56] Rob’s top 3 storytelling dos and don’ts
  • [6:57] How to shorten a story to 60–90 seconds 
  • [8:06] Why sales leaders need an “I am human” story

The ingredients of a great story that sells

Rob notes that you need to set the stage where you introduce the hero of the story. Then there needs to be a complication or challenge—what’s wrong that you’re trying to overcome? Then there needs to be a turning point where the hero of the story has an “aha moment” and sees a new way of doing things. The final segment is the resolution—what were the end results? 

Rob’s top 3 storytelling dos and don’ts

What else can you do to make your story stand out? Follow Rob’s dos and don’ts:

  • Make sure you add emotion to your story. If you don’t, it will flatline. 
  • Make your story brief, 60–90 seconds maximum.
  • Once you’ve told your story, listen. Pass the torch to your client.
  • Don’t only give facts. Facts tell, stories sell. 
  • Don’t tell a story that doesn’t have a point.
  • Don’t tell a story that the person you’re talking to can’t relate to. 

But if you struggle to be brief, how do you tell a short story? 

How to shorten a story to 60–90 seconds 

In Rob’s workshops, he teaches salespeople to put the ingredients of a story on color-coded cards. Each card is allowed two bullet points of talking points:

  • The setting of the story is a green card
  • The complication is a white card
  • The turning point is a blue card
  • The resolution is a red card

If you look at your cards and follow those talking points, you can keep a story within 60–90 seconds. Abraham Lincoln gave the Gettysburg Address in two minutes and two seconds. If he can do that, salespeople can get their stories down to a minute. 

Why sales leaders need an “I am human” story

Salespeople can be intimidated by sales leadership. Rob was teaching a workshop when the VP of Sales asked to speak briefly at the beginning of Rob’s presentation. The VP proceeded to tell his sales team that they were doing a terrible job

Rob was mortified. If he was part of the sales team, he’d be looking for a new job. But the VP of Sales spoke again after lunch. When he did, this is what he said:

“I grew up very poor. I was the youngest of three kids. I didn’t wear a piece of brand-new clothing until I was 16 years old. I vowed that I was never ever going to live like that again. I also vowed that nobody that works with me is ever going to live like that and ever be poor like that. That’s why I ask so much of you, and I just wanted you to know that.”

Rob would walk through fire for that guy. If you’re a sales leader, make sure you have an “I am human story,” a “vision story,” and a “customer hero story.” 

Everyone has a story. So you have to ask good questions to get that person’s story. Rob thought this man was a jerk. When he learned his “why” he saw him in a different light.

Resources & People Mentioned

Connect with Rob Stenberg


Connect on LinkedIn

Connect With Paul Watts 

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