“Whoever tells the best story is the one that gets the sale.” – John Livesay in today’s Tip 1120
What’s your best story?
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from John Livesay. John, aka The Pitch Whisperer, is a sales keynote speaker on the power of storytelling and just released a new book with a business fable set in Austin -The Sale Is in the Tale. Here he is:
John Livesay: Are you tired of coming in second place when you pitch against the competition and wonder why you’re not being picked? Maybe you think it’s the order you’re presenting and you hope to go last so you’d be memorable. Well, hope isn’t a strategy.
Here’s the secret. Whoever tells the best story is the one that gets the sale.
So most people talk about case studies. It’s been around forever. This concept of our testimonials and other clients we’ve worked with very dull and dryly presented. But when you turn a case study into a case story, clients remember your story even if you’re the one presenting first, because when you target people’s heartstrings, they open the purse strings. So a good case story has four parts.
Number one. The exposition. You have to paint the picture to get people in the story.
Number two. You must describe the problem in such a way that people see there’s some stakes that are at play here. With no conflict, there’s no story.
Third, your unique solution.
And finally, the secret to any good story is the resolution. What is life like for these people after they bought from you?
Here’s an example I did for a medical healthcare tech company. They used to say, we make the surgeries go 30% faster. Do you want one? Now they tell this story. Imagine how happy Dr. Higgins was six months ago down at Long Beach Memorial using our equipment, and he could go out to the patient’s family an hour earlier than expected. And if you’ve ever waited for someone you love to come out of surgery, you know every minute feels like an hour. And he said, good news, the scope shows they don’t have cancer. They’re going to be fine. And then turned to the rep and said, “You know, that’s why I became a doctor. For moments like this.” That sales rep now tells that case story to another doctor at another hospital who sees himself in it and says, “You know what? That’s why I became a doctor. I want your equipment, too.”
So if you want to become memorable and start coming in first place when you’re pitching against your competition, learn how to tell a good case story. And the best way to do that is in my new book, The Sale Is in the Tale. It’s a business fable that follows a salesperson on their journey where they’re struggling and stumbling, pushing out facts. And finally, learn how to tell a story in such a way that their sales take off. Enjoy telling better stories and watch your revenue soar.
Scott Ingram: For links to connect with John and to get your hands on his brand new book, just click over to DailySales.Tips/1120 Once you’ve done that, come on back for another great sales tip. Thanks for listening!