Think different
to help you lookat selling differently
Today, my goal is
Convincing strategy Stories Conversations
3 ideas
Intro CM! Stories Conversations Wrap
IntroIntro CM! Stories Conversations Wrap
Intro CM! Stories Conversations Wrap
Convince Me!™
Why should I buy what you’re selling?
Convince Me!
Think Sell Convince Plan Tell Show Try SatisfyYou
What was the last thing you “bought”?
Everyone buys
Think Sell Convince Plan Tell Show Try SatisfyYou
What was the last thing you “sold”?
Everyone sells
Think Sell Convince Plan Tell Show Try SatisfyYou
If you don’t know how to sell ...
Think Sell Convince Plan Tell Show Try SatisfyYou
... or if you do know how to sell ...
Think Sell Convince Plan Tell Show Try SatisfyYou
... this is an easy, simple way to sell.
Think Sell Convince Plan Tell Show Try SatisfyYou
Selling and convincing ...
Plan the tripTell your storyShow proofTry itSatisfy completely
Foster
Close
Educate
Find
Think Sell Convince Plan Tell Show Try SatisfyYou
We’re done.Go home.
That’s it
Think Sell Convince Plan Tell Show Try SatisfyYou
Don’t think like a seller.
Think like a buyer.
Think Sell Convince Plan Tell Show Try SatisfyYou
Why shouldI buy
what you’re selling?
Think Sell Convince Plan Tell Show Try SatisfyYou
What’s In It –For Me?
WII–FM
Think Sell Convince Plan Tell Show Try SatisfyYou
Money? Time?Leverage?Security?
Think Sell Convince Plan Tell Show Try SatisfyYou
For me?My business?My family?
Think Sell Convince Plan Tell Show Try SatisfyYou
My industryMy business
My pain
I expect you to know
Think Sell Convince Plan Tell Show Try SatisfyYou
Everyone sells,even you
Think Sell Convince Plan Tell Show Try SatisfyYou
ProductService
Point-of-view
What do you sell?
Think Sell Convince Plan Tell Show Try SatisfyYou
How do you sell?
Think Sell Convince Plan Tell Show Try SatisfyYou
Selling is not a one time event
Think Sell Convince Plan Tell Show Try SatisfyYou
Selling and convincing ...
Plan the tripTell your storyShow proofTry itSatisfy completely
Foster
Close
Educate
Find
Think Sell Convince Plan Tell Show Try SatisfyYou
△ T (time)
Your goal
Think Sell Convince Plan Tell Show Try SatisfyYou
0
I want to convince myself
Think Sell Convince Plan Tell Show Try SatisfyYou
Educate meInfluence mePersuade me
I will let you
Think Sell Convince Plan Tell Show Try SatisfyYou
Cajole (badger) me
Coerce (push) me
... but DO NOT
Think Sell Convince Plan Tell Show Try SatisfyYou
I didn’t think it through (!)
Buyer’s remorse
Think Sell Convince Plan Tell Show Try SatisfyYou
Decisions imply risk and reward. They
take time.
Think Sell Convince Plan Tell Show Try SatisfyYou
“If we educate them, they’re
ours.”
Charlie Giancarlo
Think Sell Convince Plan Tell Show Try SatisfyYou
Deciding to buy is logical. Buying is
emotional.
Think Sell Convince Plan Tell Show Try SatisfyYou
Empathetic Trustworthy Logical Emotional Truthful
I need you to be
Think Sell Convince Plan Tell Show Try SatisfyYou
Customer education is not
Marketing
Think Sell Convince Plan Tell Show Try SatisfyYou
Customer education is not
Public Relations
Think Sell Convince Plan Tell Show Try SatisfyYou
Customer education IS
a simple, easy way to sell.
Think Sell Convince Plan Tell Show Try SatisfyYou
160,000 IP phonesin 10 minutes
Think Sell Convince Plan Tell Show Try SatisfyYou
Selling and convincing ...
Plan the tripTell your storyShow proofTry itSatisfy completely
Foster
Close
Educate
Find
Think Sell Convince Plan Tell Show Try SatisfyYou
Know me,know my story,
know my backstory
Think Sell Convince Plan Tell Show Try SatisfyYou
How/why When Where How much Who/what
Know my story
Think Sell Convince Plan Tell Show Try SatisfyYou
How will I get frommy Point A toyour Point B?
Think Sell Convince Plan Tell Show Try SatisfyYou
What will I see? You know my points of
interest, right?
Think Sell Convince Plan Tell Show Try SatisfyYou
Who’s alongfor the ride?
Think Sell Convince Plan Tell Show Try SatisfyYou
Are we there yet?I need to get to your
Point B soon.
Think Sell Convince Plan Tell Show Try SatisfyYou
Are we goingdown the street or around the world?
Think Sell Convince Plan Tell Show Try SatisfyYou
Why should Imake the trip?
Think Sell Convince Plan Tell Show Try SatisfyYou
I only haveso much money and
so much time
Think Sell Convince Plan Tell Show Try SatisfyYou
Scenarios are powerful planning
tools
Think Sell Convince Plan Tell Show Try SatisfyYou
Plan alternate routes for roadblocks,
shortcuts ...
Think Sell Convince Plan Tell Show Try SatisfyYou
Selling and convincing ...
Plan the tripTell your storyShow proofTry itSatisfy completely
Foster
Close
Educate
Find
Think Sell Convince Plan Tell Show Try SatisfyYou
I want to knowYOUR story
Think Sell Convince Plan Tell Show Try SatisfyYou
Who are you?
Think Sell Convince Plan Tell Show Try SatisfyYou
Your story should be unlike any other
Think Sell Convince Plan Tell Show Try SatisfyYou
How/why When Where How much Who/what
What’s YOUR story?
Think Sell Convince Plan Tell Show Try SatisfyYou
How/why When Where How much Who/what
What’s OUR story?
Think Sell Convince Plan Tell Show Try SatisfyYou
Fit it to thelocation and
situation
Our story
Think Sell Convince Plan Tell Show Try SatisfyYou
Elevator pitch?Short stories?
Chat?Seminar?Meeting?
Think Sell Convince Plan Tell Show Try SatisfyYou
I helppeople sell
Think Sell Convince Plan Tell Show Try SatisfyYou
We help people sell
Think Sell Convince Plan Tell Show Try SatisfyYou
Stories Demonstrations Experiences
Has Length, width, depth Evolves with time Invokes emotion
A good story
Think Sell Convince Plan Tell Show Try SatisfyYou
7 layers of how to tell a story
Think Sell Convince Plan Tell Show Try SatisfyYou
Think Sell Convince Plan Tell Show Try SatisfyYou
Application Purpose, conversation
Session Media, audio, video
Transport Delivery: best effort or guaranteed
Network Payload, message
Link 1:many, 1:few, 1:1
Physical Location, medium connects locations, topology
What’s an idea?What works now?
Tell the truth
Think Sell Convince Plan Tell Show Try SatisfyYou
Your goal is to start a conversation
Think Sell Convince Plan Tell Show Try SatisfyYou
Conversations are threaded with
interactive stories
Think Sell Convince Plan Tell Show Try SatisfyYou
When they get it, stop.
Don’t kill them
Think Sell Convince Plan Tell Show Try SatisfyYou
Selling and convincing ...
Plan the tripTell your storyShow proofTry itSatisfy completely
Foster
Close
Educate
Find
Think Sell Convince Plan Tell Show Try SatisfyYou
Why should I believe you?
Think Sell Convince Plan Tell Show Try SatisfyYou
Careful, maybeI’m (really) smarter
than you
Think Sell Convince Plan Tell Show Try SatisfyYou
How it worksUnder the hoodTo what degree
#1 “Now I get it”
Think Sell Convince Plan Tell Show Try SatisfyYou
I have faith
#2 “I believe”
Think Sell Convince Plan Tell Show Try SatisfyYou
You have told me repeated truths
#3 “I trust”
Think Sell Convince Plan Tell Show Try SatisfyYou
with a quantitative,logical, rational
argument
Persuade me
Think Sell Convince Plan Tell Show Try SatisfyYou
Seeing is believingNo smoke & mirrors
Works vs. Idea
Demonstrate
Think Sell Convince Plan Tell Show Try SatisfyYou
1st hand is best2nd hand is good
Make it viral?
Success story
Think Sell Convince Plan Tell Show Try SatisfyYou
Selling and convincing ...
Plan the tripTell your storyShow proofTry itSatisfy completely
Foster
Close
Educate
Find
Think Sell Convince Plan Tell Show Try SatisfyYou
If seeing is believingtrying is buying
Think Sell Convince Plan Tell Show Try SatisfyYou
An event you can smell, touch, taste,
hear, see, feel
Sensory, emotional
Think Sell Convince Plan Tell Show Try SatisfyYou
An engaging experience
(dance, don’t watch)
Think Sell Convince Plan Tell Show Try SatisfyYou
Make it Real™
Think Sell Convince Plan Tell Show Try SatisfyYou
Make it a WOW!
Think Sell Convince Plan Tell Show Try SatisfyYou
A crowd experience(random gathering)
Good
Think Sell Convince Plan Tell Show Try SatisfyYou
A community of interest experience
Better
Think Sell Convince Plan Tell Show Try SatisfyYou
A personal experience
Best
Think Sell Convince Plan Tell Show Try SatisfyYou
VoIP for the Navy
Think Sell Convince Plan Tell Show Try SatisfyYou
Selling and convincing ...
Plan the tripTell your storyShow proofTry itSatisfy completely
Foster
Close
Educate
Find
Think Sell Convince Plan Tell Show Try SatisfyYou
Good conversations have questions, even tough ones
Questions are good
Think Sell Convince Plan Tell Show Try SatisfyYou
I’m sharing,not hiding them
Concerns are great
Think Sell Convince Plan Tell Show Try SatisfyYou
I need more. Where/how can I
learn more?
Think Sell Convince Plan Tell Show Try SatisfyYou
Ask meListen to me
Respond directly
Think Sell Convince Plan Tell Show Try SatisfyYou
How do you I measure success?
Think Sell Convince Plan Tell Show Try SatisfyYou
Did I buy?Would I buy again?
Only 2 questions
Think Sell Convince Plan Tell Show Try SatisfyYou
What if I’m not satisfied?
Think Sell Convince Plan Tell Show Try SatisfyYou
Some people are never satisfied
Think Sell Convince Plan Tell Show Try SatisfyYou
Satisfied Motivated Advocate who is
Remorseless Trusting
A SMART buyer
Think Sell Convince Plan Tell Show Try SatisfyYou
is your best seller
A SMART buyer
Think Sell Convince Plan Tell Show Try SatisfyYou
WiFi vs. noise
Think Sell Convince Plan Tell Show Try SatisfyYou
Selling and convincing ...
Plan the tripTell your storyShow proofTry itSatisfy completely
Foster
Close
Educate
Find
Think Sell Convince Plan Tell Show Try SatisfyYou
We’re done.Go home.
That’s it
Think Sell Convince Plan Tell Show Try SatisfyYou
Intro CM! Stories Conversations Wrap
Short Stories that Sell™
What’s a Google?
Think Find Frame Build Fit TellStories
What’s a Googol?10100
Think Find Frame Build Fit TellStories
Why do you do what you do?
Tell me a story
Think Find Frame Build Fit TellStories
I like to lookat things differently
Think Find Frame Build Fit TellStories
Because good causes need to tell good
stories
Andy Goodman
Think Find Frame Build Fit TellStories
Facts are forgotten, stories are
remembered
Think Find Frame Build Fit TellStories
The sacred bundle of the Pawnee & Lakota Indians
Think Find Frame Build Fit TellStories
NPRDriveway Moment
Think Find Frame Build Fit TellStories
Andy Goodman’s 10 Laws of
Storytelling
Think Find Frame Build Fit TellStories
Our brains are wired for stories
(and pictures)
Think Find Frame Build Fit TellStories
NPR location sounds paint a picture,
they put you there
Visual audio
Think Find Frame Build Fit TellStories
“A soul neverthinks without
a picture”
Aristotle
Think Find Frame Build Fit TellStories
A 10’ ropefor
a 40’ hole
Think Find Frame Build Fit TellStories
Think Find Frame Build Fit TellStories
Mind’s eye Our eyes Hand/Eye
Roam
Think Find Frame Build Fit TellStories
Mind’s eye – Tell Our eyes – Show Hand/Eye – Try
Roam – Foster
Think Find Frame Build Fit TellStories
Look (precognitive)
See (cognitive)
ImagineShow
Visual thinking
Think Find Frame Build Fit TellStories
{In
{Out
Experiential storytelling –
Christian communion
Think Find Frame Build Fit TellStories
How/why (influence, cause)
When (position in time)
Where (space)
How much (quantities)
Who/what (objects)
Low/High Brain
Think Find Frame Build Fit TellStories
Think Find Frame Build Fit TellStories
Think Find Frame Build Fit TellStories
“The universe is made of stories,
not atoms.”
Murial Rukeyser
Think Find Frame Build Fit TellStories
Fact or fiction?
Think Find Frame Build Fit TellStories
Real, simple, moving stories
Think Find Frame Build Fit TellStories
Nothing sellsbetter than a success story
Think Find Frame Build Fit TellStories
What’s your best success story?
Think Find Frame Build Fit TellStories
Think Find Frame Build Fit TellStories
Look forshort stories
that sell
Think Find Frame Build Fit TellStories
SituationObstacleActionResults
LHH
Think Find Frame Build Fit TellStories
EducateEntertainInspire
NPR
Think Find Frame Build Fit TellStories
Story scenarios
Think Find Frame Build Fit TellStories
DCAP at CPL Anticipate the unexpected Business as usual
One story or an episodic adventure?
Arabian Nights
Think Find Frame Build Fit TellStories
“Share something vulnerable and the
audience is more likely to trust you.”
Tim Keelan
Think Find Frame Build Fit TellStories
Remember culture
Think Find Frame Build Fit TellStories
Who’s the protagonist? The
antagonist?
Think Find Frame Build Fit TellStories
Flawed characters are more interesting
Think Find Frame Build Fit TellStories
Everything must move the story
forward
Think Find Frame Build Fit TellStories
Imbalance; what has changed?
Think Find Frame Build Fit TellStories
Setting; when and where?
Think Find Frame Build Fit TellStories
What’s the (emotional) hook?
Think Find Frame Build Fit TellStories
Conflict keeps it interesting
Think Find Frame Build Fit TellStories
Think Find Frame Build Fit TellStories
One memorable fact
Everyone sells.6.7 billion people
sell every day
Think Find Frame Build Fit TellStories
“In a 2 hour speech, people will remember
a 2 minute story.”
Andy Goodman
Think Find Frame Build Fit TellStories
Small enough to digest, simple
enough to be retold
Think Find Frame Build Fit TellStories
1:1,000,0001:101:1
Who & how many?
Think Find Frame Build Fit TellStories
At a concertVia WebEx
In a theaterCandle-lit dinner
Where?
Think Find Frame Build Fit TellStories
Now (spontaneous)
Then (scheduled)
When-ever (time-shifted)
When?
Think Find Frame Build Fit TellStories
Speech (passionate)
Audio (engaging)
Video (amazing)
Performance (captivating)
Which media?
Think Find Frame Build Fit TellStories
5 words5 sentences
5 minutes, 5 points
Short Stories that Sell
Think Find Frame Build Fit TellStories
10 minutes
Think Find Frame Build Fit TellStories
3D printingSacred bundle
Prop(ertie)s
Think Find Frame Build Fit TellStories
SightsSounds
Smells, ...
Visual audio
Think Find Frame Build Fit TellStories
Eye contact
Think Find Frame Build Fit TellStories
Noise reduces focus Poor audio Poor video Bad pictures Unwanted sounds Unwanted images
Think Find Frame Build Fit TellStories
Speakwith emotion
Think Find Frame Build Fit TellStories
NormalSoft
LoudJolt
Voice combinations
Think Find Frame Build Fit TellStories
HesitateSlowNormalFast
What are the character’s thoughts
& emotions?
Think Find Frame Build Fit TellStories
Who is your favorite storyteller? Why?
Think Find Frame Build Fit TellStories
Think Find Frame Build Fit TellStories
We’re done.Go home.
That’s it
Think Find Frame Build Fit TellStories
Intro CM! Stories Conversations Wrap
Convincing Conversations™
Presenting in 2010 is NOT
like it was in 1987
Tools Prepare Delivery NextDesign
1 thought per slide
Tools Prepare Delivery NextDesign
Yes, I’m left wanting more. But
that’s good.
Tools Prepare Delivery NextDesign
M.E.G.O.and the
Cisco SEVTs
Tools Prepare Delivery NextDesign
KISS me,don’t kill me
Tools Prepare Delivery NextDesign
10 slides20 minutes
30+ point font
Guy Kawasaki
Tools Prepare Delivery NextDesign
24 bold point font
Audio clips
Tools Prepare Delivery NextDesign
Video Clips
Tools Prepare Delivery NextDesign
Load time for graphics?
Internet access?
Tools Prepare Delivery NextDesign
Compare the strange vs. the
familiar
Tools Prepare Delivery NextDesign
Constrast
Tools Prepare Delivery NextDesign
KeynotePowerPoint
or ?
Tools Prepare Delivery NextDesign
Slideshare.net
Tools Prepare Delivery NextDesign
Made to Stick Simplicity Unexpectedness Concreteness Credibility Emotions Stories
Tools Prepare Delivery NextDesign
Nancy Duarte
Tools Prepare Delivery NextDesign
Carman Taran
Tools Prepare Delivery NextDesign
Tools Prepare Delivery NextDesign
Jerry Weissman
Tools Prepare Delivery NextDesign
Dale Carnegie
Tools Prepare Delivery NextDesign
Tools Prepare Delivery NextDesign
Tools Prepare Delivery NextDesign
Be honestGo from the heart
Tools Prepare Delivery NextDesign
Know your stuff material
Tools Prepare Delivery NextDesign
Be confident.No audience
wants less. But ...
Tools Prepare Delivery NextDesign
... don’t tryto be the expert if
you’re not.
Tools Prepare Delivery NextDesign
Leave more than 1 minute before
the curtain goes up
Tools Prepare Delivery NextDesign
Check the room, equipment,
expectations, etc.
Murphy’s corollary
Tools Prepare Delivery NextDesign
Rehearse
Tools Prepare Delivery NextDesign
Who, what, ...Keep asking
Plan. Ask yourself
Tools Prepare Delivery NextDesign
Tell them (what’s coming)
Tell them (what they want)
Tell them (what you said)
Three point sermon
Tools Prepare Delivery NextDesign
Will theysit back,lean forward,
or participate?
Tools Prepare Delivery NextDesign
Kinesthetic learningTake a note
Tools Prepare Delivery NextDesign
Q & A onlygoes so far
Tools Prepare Delivery NextDesign
Don’t just present, start a conversation
Tools Prepare Delivery NextDesign
Faceless presenting is REALLY tough
Tools Prepare Delivery NextDesign
If you don’t “love it”, then why should I?
Tools Prepare Delivery NextDesign
http://hubspot.com@danZarella
#SciPres
Tools Prepare Delivery NextDesign
@theideamechanic#HelpPeopleSell
Tools Prepare Delivery NextDesign
Where can I learn more?
Tools Prepare Delivery NextDesign
Tools Prepare Delivery NextDesign
!""#$%%"!&'(&)*&+!),'+-.+/*
011234536)7,)8(39(:)87;34:33<1=02>20?@3
A/BC3D/-"&8E0E.212.F200(/BCG"!&'(&)*&+!),'+-.+/*HI7#&;3JK'""&8$3"!&'(&)*&+!),'+
!"#$%#&%#'()))!"#$%&!*'&(#)!"$*"%#)!*&+,&$%&)-&!*)))(+,-+(./00),++1233+,/%4/-5/&,-#%&.)&"5
6//4(,/01!
!"#$%!&'()*#%!+((,%!-.$/0,#%!-.0#)'%"
#$$%&''$#()*(+,(-#+.)-"-/,
0/.1).-).23"""
!"##$%&'(%)'*+%,$%*$%&'---
.//0122/."$)"(3"*.(%$*-*+32!"#$%#!&'(&
4#(%'/."'/5$0)&**'6+75'8/+56+,"-'05++9)./'$/!(/$896'*+30#"/"#6
:+8/"5
;#+8"
!"#$%&'
:$%)
Intro CM! Stories Conversations Wrap
WrapIntro CM! Stories Conversations Wrap
I like to look at things differently
to help you lookat selling differently
Today, my goal was
Convincing strategy Stories Conversations
3 ideas
Take a blank cardRate the class 0 ➞ 5
(0=a waste, 5= very helpful)
Take another cardFront: CommentsBack: Suggestions
We’re done.Go home.
That’s it
We’re done.Go home.
Really. Go home.
That’s it
Thanks!
!""#$%%"!&'(&)*&+!),'+-.+/*
011234536)7,)8(39(:)87;34:33<1=02>20?@3
A/BC3D/-"&8E0E.212.F200(/BCG"!&'(&)*&+!),'+-.+/*HI7#&;3JK'""&8$3"!&'(&)*&+!),'+