Sell with a Story

How to Capture Attention, Build Trust, and Close the Sale

 Sell with a Story

Author: Paul Smith
Pub Date: September 2016
Print Edition: $24.95
Print ISBN: 9780814437117
Page Count: 304
Format: Hardback
e-Book ISBN: 9780814437124

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“I love it! Stories . . . allow for a real connection with the customer. And Sell with a Story is THE book to teach you how to do that.” — Gary Cofer, Chief Commercial Officer, GfK North America

“Paul Smith has done it once again! Sell with a Story is a practical and useful resource for anybody selling anything!” — Mike Parrott, Vice President/GMM, Costco Wholesale

“Paul Smith's book Sell with a Story is simply the most comprehensive book ever written on the science and the art of using authentic stories in the sales process.” — Anthony Mullen, CEO, the Advanced Sales Summit

“This book will change the way you sell by being able to use stories to close bigger deals. With 24 styles discussed in the book you’ll find more than a few that will make you money!” — Mark Hunter, author of High-Profit Selling and High-Profit Prospecting

“A must read for anyone who wants to captivate attention and win business.” — Lisa McLeod, sales consultant and author of Selling with a Noble Purpose

“Incredibly insightful and practical beyond words . . . a must read for anyone who wants to be more persuasive.” — Dr. Jeffrey Docking, President, Adrian College

“This book is a game changer! . . . a must read, and essential to taking your sales skills to the next level.” — Michael Miller, President and CEO of Primo Solutions, LLC and author of Selling at Combat Speed and Stop Selling and Start Caring

“Paul's book, Sell with a Story, unlocks the secrets of a great story, and here he gives us a great gift. Get this book and tell your story!” — Craig Wortmann, CEO of Sales Engine Inc., Clinical Professor of Entrepreneurship at University of Chicago Booth School of Business, and author of What’s Your Story?

“Sell with a Story is a MUST READ. It’s THE book to show you how to craft memorable, compelling, and honest sales stories that will get more sales closed.” — Colleen Francis, author of Honesty Sells and Nonstop Sales Boom

“As a salesperson, you will finally get what storytelling is, and how to use it to create transfer of ownership and shorten the sale.” — Skip Miller, author of ProActive Selling

“Anyone who thinks that storytelling can’t be learned hasn’t read this book.” — Logan Strain, Digital Content Specialist, NextGen Leads

Sell with a Story is both wise and practical and, as you would expect, full of great stories. Paul Smith gives us what is sure to be another best seller.” — Shawn Callahan, author of Putting Stories to Work

When it’s time to meet clients, you can roll out the sales deck and go through features and benefits, cost-savings, and time-shavers. But what if no matter how solid and logical your sales pitch is, little actually sticks?

Sales stories, on the other hand, draw people in and actively engage them. You might talk about a time when your company met a nerve-wracking challenge. You might tell the offbeat story of how your product was developed. Stories like these activate emotions and trigger the part of the brain where decisions are made.

Storytelling expert Paul Smith helps salespeople add this potent tool to their toolkit, and get dramatically better results. Based on interviews with sales and procurement professionals at more than 50 top companies including Microsoft, Costco, Xerox, Abercrombie & Fitch, and Hewlett Packard, Sell with a Story explains how stories work, when to use a story to move the sales process along, which ones to always have handy, and how to turn real-life experiences into stories that resonate.

Whether you want to build a relationship with the buyer, negotiate price, or close the deal, you’ll learn how to:

• Craft unique stories that convey your values, your commitment, your product’s ability to solve problems, and more

• Distinguish between a great story and a less compelling one

• Pick the story your audience wants to hear by choosing the most relatable hero, most relevant obstacle, and most meaningful struggle

• Use the right story structure template to ensure key elements are included

• Close stories with succinct lessons and recommended actions

• Add emotion, surprise, dialogue, detail, data, and other elements to make your stories fresh and effective

• Ask open-ended questions that encourage customers to share their own stories

• And much more

Complete with model stories, skill-building exercises, and enlightening examples, this powerful and practical guide gives you the tools to create memorable stories that sell.

Paul Smith is a popular speaker and expert trainer on business storytelling techniques. A former Procter & Gamble executive, his clients include Hewlett Packard, Bayer Medical, Progressive Insurance, Walmart, and other distinguished companies. As the author of Lead with a Story and Parenting with a Story, his work has been featured in The Wall Street Journal, Inc., Time, Forbes, The Washington Post, Success, and Investor’s Business Daily.

Connect with Paul at: www.leadwithastory.com.

Twitter: @LeadWithAStory

Facebook: LeadWithAStory

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