Podcasts Business Sales Reinvented Bob Apollos Mantra: Resist the Itch to Pitch, Ep #317

Bob Apollos Mantra: Resist the Itch to Pitch, Ep #317

Published: Sept. 28, 2022, 7 a.m.

Human beings persuade others\u2014and ourselves\u2014with stories. Successful salespeople communicate using stories and it differentiates them from the rest. It\u2019s important in any interaction. So Bob Apollo implores salespeople to \u201cresist the itch to pitch\u201d and instead, tell a story.\xa0

Outline of This Episode
  • [0:50] Why storytelling is an important skill to possess
  • [1:37] Can you become a gifted storyteller?
  • [2:41] The ingredients of a great story that sells
  • [4:00] Characteristics and attributes of a great storyteller
  • [5:45] How to improve your storytelling capabilities
  • [9:24] Top storytelling dos and don\u2019ts
  • [13:27] Resist the itch to pitch
The ingredients of a great story that sells

Bob is convinced anyone can improve their storytelling skills. If you\u2019ve ever participated in debate or theater, it can develop your confidence. It can make a powerful group exercise with other salespeople. To become a better storyteller, all you need is a simple structure and consistent practice.\xa0

Bob points out that the essence of a great story dates back to the Greeks. Aristotle identified the three elements of a great story:

  • Ethos: Can you tell a story with credibility and expertise?
  • Pathos: Can you inject emotion into the story? Can you use your voice as a vehicle to support the story?\xa0
  • Logos: How can you use logic and facts to demonstrate a point?\xa0

If you assess what makes a good sales story, they always include these elements.\xa0

Characteristics and attributes of a great storyteller

Empathy, emotional intelligence, curiosity, and a desire to persuade through rhetoric are important. Can you read the audience and pick up signals from the listener? Can you adjust and adapt accordingly so your stories have the greatest possible impact?\xa0

Good stories require that the salesperson can put themselves in the shoes of the listener. Really good stories are stories where the hero is the listener. It\u2019s the best way to convince the audience that they can do better and be more successful.\xa0

Top storytelling dos and don\u2019ts

What are Bob\u2019s recommendations?\xa0

  • Put yourself in your audience\u2019s shoes. Imagine what will be interesting to them.\xa0
  • Make sure that the story is about them or what they can achieve, not just about you or your company.
  • Don\u2019t over-simplify the customer journey. If you\u2019re trying to do something complex, there will be obstacles. Instead of sugar-coating the story and trying to con your audience, inject gritty reality into the story so it\u2019s credible.
  • Don\u2019t over-simply something that your audience will suspect is difficult. Story is to help your listener become confident about an issue they might have doubts about. They won\u2019t believe you and your story will be less effective.
  • Don\u2019t lie. It\u2019s never a great way to start a relationship and lying will not build trust.

What else?\xa0Resist the itch to pitch.

Resist the itch to pitch

Bob was working with a company that had one salesperson that was far more successful and effective than anyone else. To understand what set him apart, Bob looked at everyone\u2019s proposals. The underperforming salespeople ended their proposals with summaries about how they were better or why the prospect should buy from them. They were\xa0pitching\xa0the prospects.

The top-performing salesperson\xa0told a story. He didn\u2019t start with \u201cwhy us\u201d but why the customer needed to change instead of carrying along the current path. He also shared why the customer would benefit from immediate action. Only once he established those things did he share the \u201cwhy us.\u201d\xa0

Unlike his colleagues, this salesperson realized that by the time you get to a proposal, you aren\u2019t competing against other vendors. You\u2019re competing against the other projects that the customer could be spending money on. The last element they had to overcome was proving why they should approve this project rather than all the others.\xa0

What happened when his colleagues attempted to embrace his storytelling style? Listen to hear the whole story!

Resources & People Mentioned Connect with Bob Apollo Connect With Paul Watts\xa0

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