1163 – Make Better Sales Through Exceptional Storytelling with John Livesay

In this episode of the Thoughtful Entrepreneur, your host Josh Elledge talks to sales keynote speaker, the author of Better Selling Through Storytelling and The Sale Is In the Tale, “The Pitch Whisperer” John Livesay. 

John and Josh discuss how many entrepreneurs feel like they’re drowning in a ‘sea of sameness’, as John puts it. What he shares is that you have to be an effective storyteller in order to close sales. You have to stand out from your competition and give your prospects a reason to buy from you; facts and figures during a rehearsed sales pitch aren't going to cut it anymore. You have to create real relationships with your prospects and be a great storyteller to earn their business. That’s what John’s newest book, The Sale Is In The Tale, is all about. 

Stories are what people remember, so tell good ones. But why are stories critical to connecting with your audience, customers, investors, employees, and more? Stories win because they make you magnetic and memorable, John explains. Most prospects ‘interview’ a few options before making the choice of who they will buy from. When they have that next appointment after the sales call, you have to show them you’re different from the crowd. If you don’t stand out from a list of considerations, the prospect will choose the cheapest option. Sell better and stand out through telling captivating stories during your discovery calls. 

You have to sell yourself and your company in a clear, concise, and compelling way. John’s book Better Selling Through Storytelling is the best book for entrepreneurs just learning about how to pivot into storytelling selling. He explains that this book is a great place to start and learn how this works, whereas The Sale Is In The Tale shows the reader these strategies actually work through a narrative format. These books help you tell a great story through both tactical explanation and, not surprisingly, through storytelling. 

We all have moments where we feel frustrated, disappointed, or rejected. John shares a tactic called the 555 method. Ask yourself if what you’re stressed or upset about will matter in 5 minutes, 5 hours, or 5 days. Most things won’t matter in those time frames and many of your daily problems and negative experiences can be filtered out using this technique. The key? When you’re ready to let go of something that’s bothering you, you actually have to let it go and not talk about it anymore. Don’t give your energy to the things that don’t matter in the grand scheme of life. Focus on the things that will make a real impact over the course of your business and your life. 

John shares another nugget – don’t share testimonials, share your clients’ stories. Don’t tell a partial story with your case studies, turn them into narrative opportunities.  

Check out John Livesay’s website at

Check out Better Business Through Storytelling at

Check out The Sale Is In The Tale at

Check out The Sale Is In The Tale on LinkedIn at

Check out John Livesay on LinkedIn at

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