The 4 Elements of a Compelling Story with John Livesay, Ep #306
b'People buy emotionally and back it up with logic. Facts and figures are quickly forgotten. But a story makes you\\xa0memorable. John Livesay jokes that you have to tug at people\\u2019s heartstrings to open the purse strings. To do that, you have to tell a compelling story. In this episode of Sales Reinvented, John shares more about the 4 elements of a compelling story: The exposition, problem, solution, and resolution.\\xa0
Outline of This Episode
- [0:55] Heartstrings open the purse strings
- [1:30] The 4 elements of a compelling story
- [4:34] Characteristics of a great storyteller\\xa0
- [5:21] Resources to improve storytelling
- [5:57] Top 3 storytelling dos and don\\u2019ts
- [7:19] The exposition, problem, solution, and resolution
- [10:15] How to tell a concise and compelling story
The 4 elements of a compelling story
John notes that a compelling story that sells must consist of four elements:\\xa0- The exposition: You paint a detailed picture of who, what, when, where, and why
- The problem: Prospects need to feel like you have an understanding of what they\\u2019re experiencing emotionally
- The solution: Share how your product or service solved a problem
- The resolution: What is someone\\u2019s life like after they\\u2019ve hired you or purchased your product?\\xa0
The old way of selling something was, \\u201cThis makes surgeries 30% faster. Do you want one?\\u201d Now, John will create a case story:\\xa0
\\u201cImagine how happy this doctor was when he could update his patient\\u2019s family in the waiting room an hour earlier than expected because he used our equipment? If you\'ve ever waited for someone you love to come out of surgery, you know every minute feels like an hour\\u2026\\u201d Another doctor can see themself in that story and recognize the need for the medical device.\\xa0
To describe someone\\u2019s problem, you have to be able to put yourself in their shoes. When you are empathetic, you become a great storyteller. Your brain becomes a playlist of stories ready to go at the right time with the right person.
How to tell clear, concise, and compelling stories
Make your story clear, concise, and compelling. If you don\\u2019t, you\\u2019re confusing people. A confused mind says, \\u201cno.\\u201d And if you aren\\u2019t concise, no one can remember your story or repeat it. Without an emotionally compelling story, people won\\u2019t care.\\xa0They\\u2019ll be bored.\\xa0
But how do you craft a concise and compelling story? John shares an easy process to follow:
- Write down everything you know about a story/situation
- Edit the story down until it\\u2019s clear and concise
- Practice it and get feedback from peers to further refine the story
Remember that every word must\\xa0earn a spot\\xa0in your story. If you follow those steps, you should have a clear, concise, and compelling story. Another tip? Tell your story in the present tense so the listener feels like they\\u2019re eavesdropping on a story that\\u2019s happening in real-time.\\xa0
The exposition, problem, solution, and resolution
A medical company was selling a 4k resolution monitor. When John came into the picture, they were talking about things like \\u201cpixels\\u201d in their sales pitch and no one was getting emotionally involved. So he crafted a case story:\\xa0
6 months ago, Dr. Peterson\\u2014at a rural hospital in MN not exactly known for cutting-edge technology\\u2014decided to test the 4k resolution monitor. Brad, the sales rep, was in the operating room in case the doctor had any questions. The patient was overweight, which put him at risk during the surgery. Because of that, the doctor hit a bleeder.\\xa0
To the naked eye, it was a sea of red. How was the doctor going to find the source of the bleed in time to save the patient\\u2019s life? The doctor calmly looked at the monitor, which showed what the naked eye couldn\\u2019t see: subtle color changes between oxygenated blood and non-oxygenated blood. This allowed him to find the source of the bleed and save the patient\\u2019s life.\\xa0
The doctor turned to the rep and said, \\u201cYou know, Brad, as a doctor, I don\\u2019t always need a monitor like this. But boy, when I need it, I need it.\\u201d\\xa0That\\xa0story brings tears to people\\u2019s eyes. Doctors want that equipment because they don\\u2019t want to be caught in a situation without that tool.\\xa0
Resources & People Mentioned
- John\\u2019s book:\\xa0The Sale is in the Tale
Connect with John Livesay
Connect With Paul Watts\\xa0
Audio Production and Show notes by
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