Fundamentals of Story Selling
What you'll learn
- You'll learn how to sell any product/service with stories
- You'll learn about the most sophisticated and effective storytelling templates and techniques
- You'll learn how to use different types of stories to sell to different types of people
- You'll learn the full process, from gathering story ideas, to shaping them and delivering them
- None at all! Knowledge of sales/presenting/communicating helps, but is not required
IF YOU CAN TELL A STORY, YOU CAN SELL A STORY
One of the most innovative and unique ways to sell, nowadays, is to tell stories.
These make both salespeople and products more persuasive, unique, and lead people to buy more often.
But the key question is, how do you effectively sell using stories?
As an executive coach focused on communication and negotiation, I've learned some exclusive lessons and techniques over the years through working with top executives.
How to make both a story and its characters seem compelling, how to make a product or value proposition seem unique, how to stand out from the competition, and a lot more.
In this, course, you will find these exclusive and superior techniques to effectively sell using stories.
LET ME TELL YOU... EVERYTHING
Some people - including me - love to know what they're getting in a package.
And by this, I mean, EVERYTHING that is in the package.
So, here is a list of everything that this course covers:
What are the main characteristics of selling with stories and its advantages vis-a-vis "traditional" selling (more unique, memorable, persuasive), as well as some factors that affect the delivery (preparation, presenter skills and tuning stories to specific people);
The basics of how to build a story. Characters, the plot, the character journey, the challenges or trials, and the point of view you take (which defines the lessons and conclusions);
How to distinguish product features from benefits, and how to include the latter in a story, involving your product/service in a character's turnaround from a bad to a good state, and how to make it seem natural;
How to craft and assemble quality stories, including the three main stages of the process: Sourcing, selecting and shaping (Sourcing being the act of obtaining or inventing a raw pool of stories, selecting being the act of filtering the ones that show your product/service in the best light, and shaping being the act of applying high-performing templates to your stories for maximum appeal);
A list of the most effective templates for stories, including the Hero's Journey (where a character falls from grace, proves themselves with a major challenge, and goes back to being in good conditions), the Dickens Pattern (where you illustrate two different, parallel futures which seem based on a person's choice in the present), and the Origin Story (detailing an initial trauma or key event, and how that has shape someone over time, defining their identity and mission);
The different "dilemmas" or spectrums when crafting stories (Having exaggerated or realistic characters, having one generic story or specialised ones for every person, using a real-world story or coming up with a fictional one, or positioning your product as addressing one need versus multiple ones);
We'll cover how the storytelling process intertwines with the sales process itself (telling quicker, "shallower" stories for prospects at the top of the funnel, and deeper, longer ones for prospects at the bottom of the funnel, and in different ways), as well as the process of curating a set of the top 3-5 stories in a "toolkit" to have at hand for all occasions;
The major motifs and patterns that you can apply to any story to change the lessons and conclusions of it, including the 3 most frequent ones (family/children, self-improvement/self-transformation and nostalgia);
Key persuasion and communication tools to improve your delivery of a story (including highlights/peaks, which create unique moments which are more frequently remembered by people, including details/specifics of thoughts, behavior and emotions to make the story more relatable and realistic, varying your pace/tonality of voice such as with pauses and crescendos, to create a more contrasting and engaging delivery, and using the person's stereotypes/beliefs in the story, to better connect with them and persuade more);
A list of 4 full run-throughs (full simulations of the full process, from sourcing stories to delivering them to a specific person), for 4 specific categories of products/services (a medical device, a Software-as-a-Service product, a coaching package and a financial product;
MY INVITATION TO YOU
Remember that you always have a 30-day money-back guarantee, so there is no risk for you.
Also, I suggest you make use of the free preview videos to make sure the course really is a fit. I don't want you to waste your money.
If you think this course is a fit and can take your knowledge of how to sell with stories to the next level... it would be a pleasure to have you as a student.
See on the other side!
Who this course is for:
- Salespeople who want to learn how to sell differently - using stories
- Anyone who wants to master storytelling to better sell/present/communicate
- Anyone who is curious about how to sell with stories!
I have what could be considered an unconventional background as a coach. I don’t come from psychology or medicine. In fact, I come from tech. I created two tech startups that reached million-dollar valuations, backed by the MIT-Portugal IEI startup accelerator, afterwards becoming its Intelligence Lead.
After years of coaching and mentoring startup founders on talent management, emotional management, influence and persuasion, among other topics, I started being requested by executives and investors, like venture capitalists, with more complex, large-scale problems.
After years of doing executive work, I started specializing in coaching asset management professionals. With the signing of my first fund manager/CIO clients, I started adapting my performance and influence techniques for purposes such as talent management for PMs and analysts, fundraising from allocators, effective leading a team, and properly assessing talent for compensation/promotion/allocation increases.
I currently provide performance coaching and influence/persuasion coaching for executives and asset management professionals, mostly but not limited to purposes like managing people, leading and closing sales/capital commitments.