Episode 675 | Storytelling as a Sales Superpower (Book Recommendation)

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Aug 22, 2023

Stephen Steers, an author dedicated to helping startups refine their sales techniques through storytelling, joins the conversation. He shares insights from his book, highlighting his storytelling "AREA" framework that enhances emotional engagement in sales. The duo explores the concept of the problem stack and when founders should delegate sales tasks. They also discuss the critical nature of customer validation and the significance of humor in connecting with clients, making difficult lessons more approachable.

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ANECDOTE

Start Small, Stay Small Impact

Stephen Steers discovered "Start Small, Stay Small" during his entrepreneurial stage.
The book's no-fluff approach to bootstrapping resonated with him, contrasting with the often "sexy and fluffy" venture capital world.

ADVICE

Storytelling for Sales

Startups should focus on the problem their product solves, not just the product itself.
Use storytelling to connect with customers emotionally by showcasing successful outcomes.

ADVICE

AREA Framework

Use the AREA framework (Angle, Reason, Example, Angle) to structure your communication.
This helps you stay on track and sound confident, even when improvising.

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In episode 675, Rob Walling interviews Stephen Steers, author of "Superpower Storytelling." They discuss Stephen’s experience in selling and teaching startups how to sell better. They cover Stephen’s storytelling “AREA” framework and the concept of the problem stack. They also talk about when founders should consider delegating sales, the importance of documenting successful sales processes, and using humor in the sales process.

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Topics we cover:

1:36 – Start Small, Stay Small
3:21 – Stephen’s book, Superpower Storytelling, and how to tell the story of you and your company
4:30 – Why is storytelling important for startups
7:47 – A valuable background in sales consulting
10:35 – The AREA mental framework
13:21 – The “problem stack”
18:42 – When to outsource sales in your organization
22:37 – The four reasons that businesses buy, consultative selling
28:01 – Using humor to your advantage when selling or as a founder

Links from the Show:

Stephen Steers | LinkedIn
Steers Sales Consulting
Superpower Storytelling by Stephen Steers
Start Small, Stay Small by Rob Walling
Made to Stick by Chip Heath & Dan Heath
Taki Moore (@takimoore) | Twitter
Scott Sambucci (@scottsambucci) | Twitter

If you have questions about starting or scaling a software business that you’d like for us to cover, please submit your question for an upcoming episode. We’d love to hear from you!

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