Why Sales Leaders Need an I Am Human Story per Rob Stenberg, Ep #329
Rob Stenberg likes to say, \u201cThe shortest distance between two people is a story.\u201d And if you\u2019re looking to make an emotional connection, being able to tell a succinct story is a critical sales skill. Some people are more intuitive storytellers. But just like any other skill, you can learn how to tell stories. It takes time and practice and training to gain mastery. Rob shares some of his strategies to craft compelling stories in this episode of Sales Reinvented!
Outline of This Episode- [0:57] Why storytelling is an important skill to have
- [1:30] Can you learn how to be a great storyteller?
- [2:05] The ingredients of a great story that sells
- [3:10] The attributes of a great storyteller
- [3:56] Resources to improve storytelling abilities\xa0
- [4:56] Rob\u2019s top 3 storytelling dos and don\u2019ts
- [6:57] How to shorten a story to 60\u201390 seconds\xa0
- [8:06] Why sales leaders need an \u201cI am human\u201d story
Rob notes that you need to set the stage where you introduce the hero of the story. Then there needs to be a complication or challenge\u2014what\u2019s wrong that you\u2019re trying to overcome? Then there needs to be a turning point where the hero of the story has an \u201caha moment\u201d and sees a new way of doing things. The final segment is the resolution\u2014what were the end results?\xa0
Rob\u2019s top 3 storytelling dos and don\u2019tsWhat else can you do to make your story stand out? Follow Rob\u2019s dos and don\u2019ts:
- Make sure you add emotion to your story. If you don\u2019t, it will flatline.\xa0
- Make your story brief, 60\u201390 seconds maximum.
- Once you\u2019ve told your story, listen. Pass the torch to your client.
- Don\u2019t only give facts. Facts tell, stories sell.\xa0
- Don\u2019t tell a story that doesn\u2019t have a point.
- Don\u2019t tell a story that the person you\u2019re talking to can\u2019t relate to.\xa0
But if you struggle to be brief, how do you tell a short story?\xa0
How to shorten a story to 60\u201390 seconds\xa0In Rob\u2019s workshops, he teaches salespeople to put the ingredients of a story on color-coded cards. Each card is allowed two bullet points of talking points:
- The setting of the story is a green card
- The complication is a white card
- The turning point is a blue card
- The resolution is a red card
If you look at your cards and follow those talking points, you can keep a story within 60\u201390 seconds. Abraham Lincoln gave the Gettysburg Address in two minutes and two seconds. If he can do that, salespeople can get their stories down to a minute.\xa0
Why sales leaders need an \u201cI am human\u201d storySalespeople can be intimidated by sales leadership. Rob was teaching a workshop when the VP of Sales asked to speak briefly at the beginning of Rob\u2019s presentation. The VP proceeded to tell his sales team that they were doing a\xa0terrible job.\xa0
Rob was mortified. If he was part of the sales team, he\u2019d be looking for a new job. But the VP of Sales spoke again after lunch. When he did, this is what he said:
\u201cI grew up very poor. I was the youngest of three kids. I didn\u2019t wear a piece of brand-new clothing until I was 16 years old. I vowed that I was never ever going to live like that again. I also vowed that nobody that works with me is ever going to live like that and ever be poor like that. That\u2019s why I ask so much of you, and I just wanted you to know that.\u201d
Rob would walk through fire for that guy. If you\u2019re a sales leader, make sure you have an \u201cI am human story,\u201d a \u201cvision story,\u201d and a \u201ccustomer hero story.\u201d\xa0
Everyone has a story. So you have to ask good questions to get that person\u2019s story. Rob thought this man was a jerk. When he learned his \u201cwhy\u201d he saw him in a different light.
Resources & People Mentioned- What Great Salespeople Do\xa0by Mike Bosworth
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