Using Stories To Sell With Prof Craig Wortmann

Prof Craig Wortmann joins Will on this episode of the Salesman Podcast to discuss the power of stories in the world of sales and if sales people use them enough to close deals.







Using Stories To Sell

The show is kicked off with Craig explaining that stories are a useful tool for sales people as they give us the ability to add context to our pitches and ideas.

Our job as salespeople is to add context… not content – Craig Wortmann

The show is wrapped up by looking into the idea that if as a sales professional you’re just regurgitating the stories, facts and figures that your marketing department has given you, then you’re not adding any value to the conversation. In fact you’re probably not even needed for the transaction to happen.



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Guest info:

Craig Wortmann is a three-time CEO, Clinical Professor and author.

As Founder and CEO of Sales Engine Inc., Craig and his team help firms build and tune their sales engine. Craig’s firm works with teams all over the world to develop their knowledge, skill and discipline and to translate those key assets into higher performance.


Show notes:

Chicago Booth Profile

What’s Your Story?: Using Stories to Ignite Performance and Be More Successful

To Sell is Human: The Surprising Truth About Persuading, Convincing, and Influencing Others


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