Sell with a Story

FOREWORD

PAUL SMITH’S FIRST book, Lead with a Story—A Guide to Crafting Business Narratives That Captivate, Convince, and Inspire, dramatically increased my effectiveness as a speaker and consultant. So you can imagine my excitement upon learning that Smith was applying his storytelling expertise to a new book on my favorite topic—selling.

I spend my days helping sales leaders and salespeople develop new business and acquire new customers. More than any other topic or sales skill, the area where sellers require the most help is with telling their story. Almost every day I tell anyone who will listen that “your story is your most critical sales weapon.” Yet, executives and salespeople tend to be awful at storytelling. Just awful. Their stories ...