Mastering the Art of Storytelling

Over the past few years, we’ve been working with our Clients on developing the ability of Sales Leaders and Salespeople to master the art of storytelling. It’s a sales skill, a business skill – and a life skill!

As part of this effort, we’ve collaborated with one of North America’s leaders on storytelling – Craig Wortmann, Professor at University of Chicago’s Booth School of Business, Founder and CEO of Sales Engine, and author of “What’s Your Story: Using Stories to Ignite Performance and Be More Successful”.

We thought we’d share a recent blog that Craig’s posted relating to the “Power of Story” that illustrates our viewpoint perfectly. Here it is:

“Storytelling is a topic that we revisit over and over again at Sales Engine. In fact, we believe that stories are the most powerful tool in a sales toolkit. Stories have the capacity to persuade and connect us with others. Most importantly, stories have a “pull factor” that allows a potential sales prospect to understand how a company or a salesperson thinks about a certain challenge. Stories demonstrate success and failure in a way that no other form of communication can.  Yet, the problem is that most people do not understand how to use stories effectively in the sales process.

At Sales Engine, we also discuss and think about how stories can be used by a leader to motivate and inspire. If you think about the greatest leaders you have ever interacted with or who are culturally important to us as Americans, you will most likely notice that they are powerful storytellers. This isn’t an accident. Ken Burns is a “master of the story” and we stumbled upon this short clip on his interpretation of storytelling in his work.

What do you think? Does he make a compelling case for storytelling? Are you more motivated to think about how stories play a role in your life or business? Consider how your company was founded, examples of excellent customer service, and the day-to-day accomplishments of your team. Now, capture and share these stories to make an impact as a salesperson and a leader!”

For more on how Craig views the use of stories, please watch our video “StorySelling – The Art of Engagement”:

Follow Craig on Twitter @SalesEngine and LinkedIn, and visit the Sales Engine website.

Scott Gilmore

Scott Gilmore is the SVP Sales and Marketing of Fusion Learning Inc., recognized by Selling Power as one of the Top 20 Sales Training Companies in North America.
For more information, please call Scott at 416.424.2316

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About Scott Gilmore

Scott Gilmore is the SVP Sales and Marketing of Fusion Learning Inc., recognized by Selling Power as one of the Top 20 Sales Training Companies in North America. For more information, please call Scott at 416.424.2316

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