Many of our guests on this show remind us just how powerful storytelling can be, in marketing and in life. Today’s guest finds stories so important that he left his executive job at Procter & Gamble to pursue the study of them full-time.
Paul Smith is an author, speaker, and coach who specializes in helping businesses integrate better storytelling techniques into their practices. For his new book, Sell with a Story: How to Capture Attention, Build Trust, and Close the Sale, Paul interviewed salespeople and buyers (including procurement professionals) to find out how great stories impact their work.
Paul begins by sharing the story that gave him the courage to leave his job at P&G. He then talks about the elements of a good story, how to draw good stories out of yourself and others, and what kind of stories buyers really want to hear.
Paul Smith is a widely sought-out speaker, coach, and trainer on business storytelling techniques. A former Procter & Gamble communications research executive with an M.B.A. from the Wharton School of Business, he now coaches clients including Hewlett Packard, Bayer Medical, and Ford Motor Company. As the author of Lead 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.
Paul is an expert storytelling and overall compelling speaker — don’t miss his easily implemented storytelling tips!
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On Today’s Episode We’ll Learn:
- The three essential elements of a good story, and how to translate them for marketing purposes.
- How to ask questions and draw great stories out of other people (and yourself).
- Why you should tell clients about a time you’ve failed, or if you’re not the right fit for their needs.
- The kinds of stories that buyers want to hear from salespeople — and the kind they hear too often.
- What makes a pitch sound phony or canned, and how to make it sound more like a story.
Key Resources for Paul Smith:
- Connect with Paul: Lead With A Story | Book Website & Free Chapter | Twitter | Facebook
- Amazon: Sell with a Story: How to Capture Attention, Build Trust, and Close the Sale
- Kindle: Sell with a Story
- Audible: Sell with a Story
- Amazon: Lead with a Story: A Guide to Crafting Business Narratives That Captivate, Convince, and Inspire
- Kindle: Lead with a Story
- Audible: Lead with a Story
- The Significant Object Project by Rob Walker and Joshua Glenn
- The J. Peterman Company
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Full Episode Transcript: