Book Brew: Tell To Win by Peter Guber
By Mark Trinkle, Sales Development Expert
- Move your listeners’ hearts and their feet and wallets will follow
- Data stories are not stories – dump them! Don’t tell them
- A story isn’t the icing on the cake; it IS the cake
- Don’t leave home without it – your story, that is
Play The Sales Brew:
By Mark Trinkle, Sales Development Expert, Anthony Cole Training Group
Our Sales Brew this week is about the power of reading books.
Now, while we don’t know for sure, many experts believe it was in fact Mark Twain who was quoted as saying “The man who can read and does not has no advantage over the man who can’t read.” Or as my friend and client in Atlanta, Mike Iverson, has once said, “We should read to share fellowship with great minds.” Either way you look at it, there is no doubt that reading is an integral part of sharpening your saw.
I am currently reading Tell To Win by Peter Guber and I highly recommend that you do the same. Guber talks about the importance of story telling as it relates to a mistake that I believe many sales people make. And here is the mistake – sales people aim for the prospect’s head instead of aiming for the prospect’s heart.
Guber writes in Chapter 1 “To succeed, you have to persuade others to support your vision, dream or cause. Whether you want to motivate your executives, organize your shareholders, shape your media, engage your customers, win over investors, or even land a job, you have to deliver a clarion call that will get your listener’s attention, emotionalize your goal as theirs, and move them to act in your favor. You have to reach their hearts as well as their minds – and this is just what story telling does.”
People love stories – right? – at least good ones. I have often encouraged sales people to stop showing up and asking the prospect to tell them about their company and start asking them to tell you the story of how they built their company. Stories provide emotional transportation…they are capable of moving your prospect either from one position to another position…or to a preferred future they desire down the road. And the connection to pain is obvious, right? We have always taught that you not only need to find pain, but you need to make that pain personal if you want to increase the chances that your prospect is going to make a change.
I love these closing bullet points from the end of Chapter 1:
- Move your listeners’ hearts and their feet and wallets will follow.
- Data dumps are not stories – dump them, don’t tell them!
- A story isn’t the icing on the cake, it is the cake.
- Don’t leave home without it – your story, that is.
So, how about you? Have you heard a good story lately? And here is an even better question…have you told a good story lately?
Thanks for listening… now go sell like a champion today.