Paul Andrew Smith is a world-leading expert on organizational storytelling and one of Inc. Magazine’s Top 100 Leadership Speakers of 2018. He is a national bestselling author of several books that revolve around storytelling – his work has been featured in the Wall Street Journal, Time Magazine, Forbes, and more.
In this episode, Paul discusses the importance of storytelling in the sales process and how stories can get people’s attention, build trust, and close a sale.
Here are some of the topics covered in this episode:
Making a ‘wish list’ of the stories you need to solve different issues
Answering specific questions to create a great story
Structuring a story and utilizing the right type of emotional engagement
Building trust through authentic stories
About the Guest:
Before becoming a storytelling coach, Paul was an executive at Procter & Gamble for 20 years. Paul held leadership positions in both research and finance functions, and most recently served as director of consumer and communications research. Fast forward to today, he has written multiple bestselling books including The 10 Stories Great Leaders Tell, Lead with a Story, Sell with a Story, and Parenting with a Story. His keynote speaking and training clients include international giants like Google, Hewlett Packard, Bayer Medical, Walmart, Kaiser Permanente, Ford Motor Company, Luxottica, and Procter & Gamble among dozens of others.