StorySelling The Art of Engagement - Amazon S3 · FUSION LEARNING INC. PAGE 1 StorySelling The Art...

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PAGE 1 FUSION LEARNING INC.

StorySelling

The Art of Engagement

February 12, 2014

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Today’s Speakers

Alyson Brandt - Host

President

Fusion Learning Inc. USA

Craig Wortmann - Presenter

Founder & CEO

Sales Engine

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Today’s Objectives

1. Discover why stories are so important in today’s business

environment.

2. Tap into your stories and learn how to make them even more

powerful and memorable.

3. Explore how stories can intentionally be used by sales leaders and

salespeople.

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Who We Are

Our Shared Purpose

The Sales Effectiveness Source.

Increase your sales opportunities,

shorten your sales cycle, and close more

profitable business.

www.fusionlearninginc.com

http://www.fusionlearninginc.com/

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Who Trusts Fusion

http://www.google.ca/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=F0Nk9k1FYZxebM&tbnid=1ok7rimFKhfvtM:&ved=0CAUQjRw&url=http://www.postonline.co.uk/post/news/2173247/crawfod-company-posts-net-income-drop-q1-results&ei=5olQUbiRJIbBygGlqoCwBQ&bvm=bv.44158598,d.aWc&psig=AFQjCNGEs5CgpY-o8C7agaWL_lGYK3lAcQ&ust=1364319064847531

http://www.google.ca/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=70Pm9R17NOAhLM&tbnid=sTxqb9iOqAyq0M:&ved=0CAUQjRw&url=http://www.imaxxwealth.com/afm/en/portfolios/top_managers.asp&ei=eopQUda_M6q9ywHMhYBA&bvm=bv.44158598,d.aWc&psig=AFQjCNH7OrmdVAyXThIMZS1mopd4OAp5fA&ust=1364319218481064

http://www.google.ca/url?sa=i&rct=j&q=acushnet+company+logo&source=images&cd=&cad=rja&docid=37qisw9hByh0QM&tbnid=xPlgsgX5PZSdJM:&ved=0CAUQjRw&url=http://neny.wish.org/2012/05/07/wine-dine-and-fine-cigars-for-wishes-%E2%80%93-a-night-of-exquisite-tastes/&ei=sZ9QUaLFB4btygG374GYCQ&bvm=bv.44158598,d.aWc&psig=AFQjCNFZ4XHaqU2aRrApgz6qPcxPb6FhIA&ust=1364324649277709

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What’s Your Story?

Craig Wortmann:

A three-time CEO, professor, writer, and professional speaker.

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Intentional StorySelling

Build Great Stories

Capture in a Library

Ignite Those Stories

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Polling Question #1

When you are getting ready for a high-stakes sales meeting, what do

you spend most of your time preparing?

Facts

Stories

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Save the Children

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Is This What Your Day Is Like?

@

http://www.google.ca/url?sa=i&rct=j&q=iphone&source=images&cd=&cad=rja&docid=lvChlNEhcFyXGM&tbnid=25xWbHT-yCcwKM:&ved=0CAUQjRw&url=http://www.zdnet.com/free-cases-for-first-aussie-iphone-4-owners-1339304657/&ei=qvSsUZv-OY29qQHW5oH4Bw&bvm=bv.47244034,d.aWc&psig=AFQjCNEaioxV1l1QQfgYrsU1B8pp5hj_Rg&ust=1370375678390155

http://www.google.ca/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=BFJVU7r2CsjgPM&tbnid=4BRMwmcB4KMqdM:&ved=0CAUQjRw&url=http://www.waxingunlyrical.com/2013/03/26/4-free-tools-to-measure-your-instagram-success/&ei=OU5xUtDsL4XM2QWGzIGABQ&bvm=bv.55617003,d.aWc&psig=AFQjCNHkroKI0F9ZcY-99wKwLr3oukdmEQ&ust=1383243701493182

http://www.google.ca/url?sa=i&source=images&cd=&cad=rja&docid=HM5KnHdPJeAF_M&tbnid=JK3T0Bi266AFaM:&ved=0CAgQjRwwAA&url=http://flipthemedia.com/2013/03/the-channelization-of-youtube/&ei=vk5xUsb3O8nj2wWdpYHwBg&psig=AFQjCNGmsEK4wx0JlCilDsx19HJQtzAtIQ&ust=1383243839064238

http://www.google.ca/url?sa=i&source=images&cd=&cad=rja&docid=dpI96XMUEh8rcM&tbnid=MfsDnY3baA3WsM:&ved=0CAgQjRwwAA&url=http://blackberrylovers.wordpress.com/2011/11/12/how-to-use-bbm-blackberry-messanger/&ei=4U5xUpmtBKm02wX-2oCQCA&psig=AFQjCNGwE9ZMG7dNu2FKtZ3Y4YlHdemEaQ&ust=1383243873127027

http://www.google.ca/url?sa=i&source=images&cd=&cad=rja&docid=bjP9plMX1FwV3M&tbnid=Eg3JdH2vubsebM:&ved=0CAgQjRwwAA&url=http://www.hdtvtest.co.uk/Sony-KDL40W5500/&ei=UU9xUvbfKeHS2wX474H4Cg&psig=AFQjCNGIXi-8wOP2vArRBSJuAgJV_TlCIQ&ust=1383243985736716

http://www.google.ca/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=sltV4X8HlGcN2M&tbnid=XxGj59_qvmaceM:&ved=0CAUQjRw&url=http://www.topgear.co.za/news/loud-music-amplifies-the-risk-of-a-car-crash-study/&ei=lE9xUojQD6WV3AWQuoDoAg&bvm=bv.55617003,d.aWc&psig=AFQjCNFfdO1NOudk8OojYNSflCq0juD88Q&ust=1383244005082273

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Drop Forge

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Types of Stories

• We all adore success

• Success stories are told and retold Success

• Nobody likes to fail

• Provide great opportunity to connect with people, build

trust and enhance performance

Failure

• Work should be fun

• Should be core not a nice distraction Fun

• Not our story, legends of life/business

• Why reinvent the wheel? Legend

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Polling Question #2

If you had to choose one type of story to tell during your next sales

meeting with a client, which one would it be?

Success

Failure

Fun

Legend

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How long does it take

to build up a personal

repertoire of stories?

Days?

Months?

Years?

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Picture This…

Story Categories

Sto

ry T

yp

es

Success

Failure

Fun

Legend

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Fusion’s Story Matrix

Story Categories

Activity

Management &

Prospecting

Sales Call

Effectiveness Sales Leadership Sales Culture

Fusion Culture

& Personal

Sto

ry T

yp

es

Success

• The Secret –

Just Ask

• Ultimate

Prospecting

• Less is More

• First Onboarding

Deal

• Increasing Share

in a Down

Market

• Hunker in the

Bunker

• Customers for

Life, Even when

Collecting

• All Hands on

Deck

• Paying It

Forward

• Ring The Right

Doorbell

Failure

• The Hang Up

• Do Your

Homework MAC

• Drop Forge

• Right Message,

Wrong Person

• The Customer

Isn’t Always

Right

• Houston, We

Have a Problem

• Valuing Beer

Fridays

• Sales Contest

Gone Wrong

• Losing My #1

Client

Fun

• Getting to the

Big Cheese

• Make Every Day

Count

• The Contest

• I’m Not a Car

Guy

• A Real Incentive

• Dressing The

Part

• $104,000

Cheque

• My Turtle Died

• No Butts Deal

• Rags to Twitches

Legend

• Hooking the Big

One

• Legend of the

Archer

• The Power of

Zero

• Ted Williams

• Physician Heal

Thy Self

• The Classroom

& Beyond

• The Ultimate

Breakthrough

• Jumping off that

Cliff

• Great Company,

Great People

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Structure: What Makes a Great Story?

Character(s) Action Structure

(Context,

Beginning,

Middle, End)

Emotion

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Build Your Story – 6 Steps

Establish Purpose/

Moral of the Story

Identify Character(s)

Highlight Actions (10 4)

Determine Start + End

Write the Story

Name It!

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Polling Question #3

Rate your company’s culture from 1 (lame) to 5 (great) on the ability to

capture, distill and tell stories in the sales process.

1 2 3 4 5

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How To Access StorySelling

90 minutes – 2 hours Keynote at a conference.

Value-add to offer your Clients.

2 hours – 4 hours Module in a workshop/ conference.

½ day – 1 day Stand-alone program or as part of a

wider curriculum.

To learn more, contact Alyson Brandt at [email protected]

or 212-461-1041.

mailto:[email protected]

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In Summary

Powerful

Leadership

Technique

Intentional

StorySelling

1. Build Great Stories

2. Capture in a Library

3. IGNITE those stories

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For more on StorySelling

• Contact Alyson Brandt at [email protected] or

212-461-1041

• On Fusion’s blog: http://www.fusionlearninginc.com/blog

• On Twitter: @craigwortmann and @salesengine

mailto:[email protected]

http://www.fusionlearninginc.com/blog

http://www.fusionlearninginc.com/blog

StorySelling The Art of Engagement - Amazon S3 · FUSION LEARNING INC. PAGE 1 StorySelling The Art...

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