Storytelling allows you to connect with your prospects on a more personal level. However, sometimes you might find yourself telling the wrong stories or sharing a story at the wrong time. My guest, Eugene Theodore, walks us through how to create impactful stories that align with your sales goals.

Meet Eugene Theodore

• Eugene Theodore is a highly skilled and experienced storyteller with a background in sales and personal branding.

• His storytelling approach aligns a product or service’s message with the needs and values of a target audience.

• Eugene helps sales professionals and leaders navigate different stages of the customer journey by using storytelling to foster meaningful connections and close deals.

Why Storytelling Matters in Sales

• People prefer to buy from those they trust and feel connected to. Without a genuine connection, prospects may choose not to move forward in the sales process.

• Eugene explains that storytelling serves as a powerful alignment tool throughout the customer journey.

• It brings the necessary harmony between the product, the company, and the target audience.

The Story Matrix Tool

• If you find it challenging to craft effective stories, Eugene suggests using his “Story Matrix” tool. This tool helps map out various story types for different stages of the buyer’s journey: awareness, consideration, decision-making, and retention.

• The Story Matrix allows you to create a grid that matches different phases of the buyer journey with suitable story types—whether humorous, serious, technical, or adventurous.

Applying the Story Matrix

• Eugene provides practical examples of how to use the Story Matrix to tailor stories for different audiences and stages of engagement.

• He emphasizes the importance of understanding a client’s personal interests, professional stage, and organizational needs to refine and personalize the story, making it more impactful.

“The story matrix is simply understanding the consumer journey, whether it's B2B or B2C, and understanding what is the right kind of story at that moment in time.” - Eugene Theodore. 

Resources

Saga Squared 

Cold Call Openers

Sponsorship Offers

1. This episode is brought to you in part by Hubspot.

With HubSpot sales hubs, your data tools and teams join a single platform to close deals and turn prospects into pipelines. Try it for yourself at hubspot.com/sales.

2. This episode is brought to you in part by LinkedIn.

Are you tired of prospective clients not responding to your emails? Sign up for a free 60-day trial of LinkedIn Sales Navigator at linkedin.com/tse.

3. This episode is brought to you in part by the TSE Sales Foundation.

Improve your connection on LinkedIn and land three or five appointments with our LinkedIn prospecting course. Go to the salesevangelist.com/linkedin.

Credits

As one of our podcast listeners, we value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey. We’d love for you to join us for our next episodes by tuning in on Apple Podcast, Google Podcast, Stitcher, or Spotify. Audio provided by Free SFX, Soundstripe, and Bensound. Other songs used in the episodes are as follows: The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.