The Art of Storytelling in Tech Sales

Prioritize Storytelling: Assess storytelling skills during interviews and coach reps on it. It's a foundational human communication skill that drives sales success.
Evaluate Questions Asked: Learn as much from the questions a rep asks as you do from their answers. It reveals their curiosity and understanding.
Mock Pitch Preparation: Let candidates pitch your product with basic information provided, such as target personas, company size, and common challenges. Avoid setting them up to fail.
Grade with Context: When evaluating candidates, adjust expectations. Benchmark them one level lower than your top AEs to account for their lack of product knowledge.

This chapter delves into the unique challenges of selling tech products, contrasting Superhuman's email client with Twilio's communication tools. It emphasizes the importance of storytelling in sales, showcasing how a compelling narrative can resonate with potential buyers and enhance sales effectiveness. Additionally, it covers techniques for evaluating sales candidates and managing uncomfortable conversations, highlighting the need for curiosity and authenticity in sales interactions.

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