As professional speakers, authors, coaches, and consultants we regularly share stories to strengthen our message and move people to action. When engaging in the sales process — which starts prior to prospecting and goes all the way to those activities we do post-sale — we, in our businesses, need the exact same outcomes. What role does story play in helping us do this?
It’s common to use success stories on our websites, in social media, and when we speak with others. But, is this really enough to motivate a prospect to close a deal? And to close it with you? In this workshop, we’ll explore the role that story plays throughout all phases of the sales process and practice a couple of techniques that have spiked sales for others. You’ll walk away with actionable ideas you can employ immediately in how you approach sales with your prospects.
In 2003, Lori Silverman
found herself on radio and TV shows promoting the book Stories Trainers Tell
. Each time, the hosts asked the same question: “Can story be used for more than training?” That’s when she realized little research had been done in the field of business storytelling. This gap sparked her to spend the next three years writing Wake Me Up When the Data Is Over
, a book that highlights 81 applications of story use in myriad business functions. But she didn’t stop there. When the Dummies series called 2013, she once again put pen to paper and churned out her third bestseller on the subject with Karen Dietz.
When Lori’s not writing or speaking, as the owner of Partners for Progress®, she helps firms navigate through large, messy, complex organizational changes and develop and implement long-range breakthrough strategies to catapult growth. Since 1991, she’s worked with companies across 25 industries, including Chevron, Target, Bechtel, the Midwest Energy Association, Wells Fargo, Lucent, Children’s Hospital and Clinics of MN, American Family Insurance, the American Legion Auxiliary, the Metropolitan Transportation Commission, and the U.S. Air Force Reserves.