How to Use Story to Boost Sales with Park Howell

Sales Talk for CEOs

English - May 31, 2022 10:00 - 41 minutes - 47.5 MB - ★★★★★ - 16 ratings
Entrepreneurship Business Marketing alice heiman b2b sales sales entrepreneur ceo Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed

Previous Episode: Scaling Your Business with Trusted Partnerships with Angela Saunders

Next Episode: Mistakes and Lessons in Building a Sales Organization with Zvi Guterman

Every salesperson today wants to have more sales conversations. But they're difficult to get because it's become so hard to get the buyer's attention. Want to break through the noise? Try storytelling. Learning how to effectively use story in your messaging can dramatically increase the number of sales conversations and conversions. This is a big topic, and I know CEOs are eager to learn more about using story to boost their business. That's why I invited Park Howell, author of Brand Bewitchery and host of the Business of Story podcast, as the guest for this special episode in my Experts Series.

During our conversation, Park dives into the who, what, and why of using story as a business strategy. He explains what CEOs should understand about storytelling and why it's so effective. We discuss the 'how to' of good storytelling, including the ‘and-but-therefore’ (ABT) framework, and how to get your sales team actively involved in storytelling. Finally, you'll get several examples of companies that found great success when they started using story in their message.

I can personally attest to the power of storytelling because I've seen incredible results from it in my own business. If you're a CEO interested in using story in your messaging, get started today by listening to this podcast.

Highlights

2:32 What CEOs should understand about storytelling

5:56 How CEOs can use story to help sales

8:30 Future-based storytelling

11:37 The power of the founder's story

16:54 The ‘and-but-therefore’ (ABT) framework for storytelling

24:15 Training your sales team in storytelling

31:34 Real examples of how story can boost sales

Quote

“The number one rule is you are not the center of your story. Your customer is. It's all about them. The number two rule is your story is not about what you make. Because nobody actually cares about what you make. Your story is always about what you make happen in their lives.”

Connect with Park Howell in the links below:

Website: https://businessofstory.com/

LinkedIn: https://www.linkedin.com/in/parkhowell/

You can learn more about and connect with Alice Heiman in the links below:

Website: https://AliceHeiman.com

LinkedIn: https://www.linkedin.com/in/aliceheiman/