Paul started his talk by saying that it is actually easier to learn Sales Skills than it is for a sale person to learn your product features.. and addressing to mainly small companies in the audience, he set the expectation that even if they do not have a sales department, they have a sales function, and that this sales function it is critical… but to put it simply, it is all about creating stories…. Because if “data explains, stories inspire”

Then he went on with “what makes a good sale story?” For him, it needs to:

-          Be easy to tell

-          Provide structure

-          Make complex stuff accessible

-          Visceral

-          Engaging through tension and release (a bit of suspense here and there…)

Of course, you need to understand what story is compelling to your customers (and possibly customer segments) so that you can adapt to them. In other words, you have to understand what it the need behind their initial question and needs. More often than not, they will not buy a product based on its features…. But because it resonate with their ego (I will be better if I buy this), their gain, their security (this is a safe choice, we have 20 years of experience), they give them a sense of belonging (why did you get an iphone rather than a black berry?) or because it is easy.

Paul advised us to do a map of customer’s actions, and mind maps, and use it to create the appropriate story for each of them.

The good story will have to be rare, valuable and difficult to imitate. Clients like stories about:

-          Origins (how did you start?)

-          Extremes (he shown a picture of the Red Gate tattoo)

-          Rescues

-          Journeys

-          Relationships/Romances

-          Redemption

-          Future

Paul answered a few questions:

Q: “Do stories have to be true?”

à YES, YES, YES

Q: “What if you are just entering the market and have little experience?”

à That is your story! Use it, it is quite compelling (Look at Dragons den success)