748: Leading with Stories, with Paul Smith

Paul Smith, author of Sell with a Story: How to Capture Attention, Build Trust, and Close the Sale, and Ten Stories Great Leaders Tell, joins me again on this episode of the Sales Enablement Podcast. KEY TAKEAWAYS Paul Smith trains people to tell stories; his customer base is increasing. He says only 10% to 15% of the time you talk to people should consist of stories, two to three minutes long. That is six to nine minutes an hour. Stories are not like jokes with a punchline. Paul will not supply you with stories to tell. They are conversational. Some of them should be planned within your pitch, some are extemporaneous from a repertoire you’ve built. Paul shares the eight specific questions a sales story should answer. Don’t memorize a story but remember the short answers to those questions in the story. Andy shares a John Steinbeck quote: “If a story is not about the hearer, he will not listen. … The strange and foreign is not interesting — only the deeply personal and familiar.” Andy works to build the buyer’s vision story. Perfect delivery is not necessary. You are speaking, not performing a role. If you tell a story that is helpful to them, you are providing value, not wasting their time. Paul doesn’t train people about delivery. Andy’s stories are drawn from his experiences, including things others have shared with him. A story starts to sound like a pitch the moment it starts sounding like a script. Scripts make people defensive, not prone to listen. Converse with people, don’t talk at them. Stories are engaging and relaxing. Paul shares 10 stories great leaders tell. The first four are: “Where we came from,” (founding); “Why we can’t stay there,” (the case for change);  “Where we’re going,” (vision); and “How we’re going to get there,” (strategy). The values stories are: “What we believe,” “Who we serve,” “What we do for them,” and “How we differ from our competitors.” The personal stories are: “Why I lead the way I do,” and “Why you should want to work here.” Every leader needs at least one good story each for sales, marketing, and recruiting. Salespeople, marketing people, and HR people will each need lots of stories to tell. Paul shares a story from Ben Koberna, CEO of EASiBuy. Because the concept is unfamiliar, Ben Koberna constantly retells a story about what a reverse auction service is and what it does. Paul summarizes how you can apply the 10 leadership stories. For example, in a strategy story, the heroes in the stories are the people whom you are trying to convince to embrace your vision and help you accomplish it. Powered by ringDNA: the revenue acceleration platform that helps businesses scale growth through AI. Visit ringdna.com/andy for exclusive Sales Enablement content. _ Formerly the Accelerate! Your Sales podcast with Andy Paul