Selling Brands by Telling Stories with Paul Smith
b"\\u201cBrands don\\u2019t have stories. People have stories.\\u201d Paul Smith is an acclaimed speaker and expert trainer. Specifically his work focuses on how stories and storytelling can influence leadership and life. His latest book,\\xa0Sell with a Story, looks at the impact stories have\\xa0on the processes of selling.\\xa0We discussed all of this and more on this week\\u2019s episode of the On Brand podcast.\\nEnjoy This Episode Now\\n\\nDownload Episode\\n\\nSubscribe via iTunes\\n\\nSubscribe via Stitcher\\n\\nAbout\\xa0Paul Smith\\nPaul Smith is a popular speaker and expert trainer on business storytelling\\xa0techniques. A former Procter & Gamble executive, his clients include Hewlett Packard, Bayer Medical, Progressive Insurance, Walmart, and other distinguished companies. As the author\\xa0of\\xa0Lead with a Story and\\xa0Parenting with a Story,\\xa0he has been featured\\xa0in\\xa0The Wall Street Journal, Inc., Time, Forbes, The Washington Post, Success,\\xa0and\\xa0Investor\\u2019s Business Daily. His latest book Sell with a Story, focuses on how to capture\\xa0attention, build trust, and close the sale.\\xa0He lives in Mason, Ohio.\\nEpisode Highlights\\nFrom Lead with a Story, Parenting with a Story,\\xa0and\\xa0now\\xa0Sell\\xa0with a Story,\\xa0Paul has developed a powerful personal brand through his books. How did this happen?\\xa0\\u201cI wish I could tell you I had a master plan. The first one exceeded expectations so we just kept going.\\u201d\\nWhat makes stories such powerful tools?\\xa0\\u201cThey tap into the emotional center of the mind \\u2014 the irrational part of our brain. Stories are emotional delivery vehicles.\\u201d\\nHow do stories help deliver leadership? \\u201cWhen we look at leadership, we\\u2019re talking about change, collaboration, and feedback.\\u201d Stories are powerful tools in driving those actions. \\u201cThose are leadership tasks. You lead people. They aren\\u2019t management tasks.\\u201d\\nWhat are some examples of stories that all salespeople need? \\u201cI outline\\xa025 different stories that salespeople need in\\xa0Sell with a Story.\\xa0There\\u2019s the \\u2018value-adding story.'\\u201d Paul then shared a fascinating story he was told about a piece of art he ended up buying.\\xa0The story added the value. He also talked about the \\u201cproblem story,\\u201d which he gave an example of by telling \\u2014 you guessed it \\u2014 another story.\\nWhat brand has made Paul\\xa0smile recently?\\xa0\\u201cBackroads is like a combination of a travel agent and sherpa guide.\\u201d Paul shared several smiles as he used stories to tell us why this company is one of his favorite vacation resources.\\nTo learn more,\\xa0you can follow Paul\\xa0on Twitter\\xa0and learn more on the Lead with a Story website.\\nLearn more about your ad choices. Visit megaphone.fm/adchoices"