Sell with a Story: How to Capture Attention, Build Trust and Close the Sale

Sell with a Story: How to Capture Attention, Build Trust and Close the Sale

Sell with a Story: How to Capture Attention, Build Trust and Close the Sale

Sell with a Story: How to Capture Attention, Build Trust and Close the Sale


Stories sell. Great SALES STORIES sell even more.

" Sell With a Story is a rich compilation of story techniques that can improve any persuasion process."

"If you're serious about increasing your effectiveness as a communicator and looking to transform your sales results, Sell with a Story is for you. This book empowered and energized me, and I know it will do the same for you." -- Mike Weinberg, consultant, speaker, and author of New Sales. Simplified. and Sales Management. Simplified.

Despite all the high-tech tools available to salespeople, the most personal method still works best.

Storytelling packs the emotional punch to turn routine presentations into productive relationships. It explains products or services in ways that resonate; it connects people and creates momentum. Stories speak to the part of the brain where decisions are made.

Paul Smith, author of the acclaimed Lead with a Story, shifts his best-selling formula to the sales arena. In Sell with a Story , he identifies the ingredients of the most effective sales stories and reveals how to:

Select the right story • Craft a compelling and memorable narrative • Incorporate challenge, conflict, and resolution • Use stories to introduce yourself, build rapport, address objections, add value, bring data to life, create a sense of urgency, and more

Complete with model stories, skill-building exercises, and enlightening examples from Microsoft, Costco, Xerox, Abercrombie & Fitch, Hewlett Packard, and other top companies, this powerful and practical guide gives you the tools you need to turn your experiences into stories that sell.


paul SMITH’S first book, Lead with a Story—A Guide to Crafting Business Narratives That Captivate, Convince, and Inspire, dramatically increased my effectiveness as a speaker and consultant. So you can imagine my excitement upon learning that Smith was applying his storytelling expertise to a new book on my favorite topic— selling.

I spend my days helping sales leaders and salespeople develop new business and acquire new customers. More than any other topic or sales skill, the area where sellers require the most help is with telling their story. Almost every day I tell anyone who will listen that “your story is your most critical sales weapon.” Yet, executives and salespeople tend to be awful at storytelling. Just awful. Their stories are boring, confusing, often pointless, and almost always self-focused. in fact, as you’ll read in Chapter 1, many lack the essential components to even qualify as a “story.”

A great sales story changes everything. It causes buyers to put down their defenses. It helps them relax. It engages their minds and their hearts by appealing to both their intellect and emotions. a great story builds credibility and properly positions you in the eye of the buyer. Instead of being viewed as a pitchman (see the pearls of wisdom Smith has pulled from procurement people), a compelling story helps you . . .

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