INDEX
A
Active listening (See Empathic listening)
Active Listening (Rogers and Farson), 116
Admitting flaws (going first), 33–34, 44–46
“Aha moment,” 8
Alana (therapist) and perfectionism, 34–36
Alexander, Greg, 7
Ancient traditions of storytelling, 55–56
Antidote, story as, 52–53
Arc of change, 66–67, 73, 219–220
Awareness in listening model, 156, 157–160
Ayers Rock, Australia, 55–56
B
B2B sales, 7–8
Barnham, Doc, 138
Barriers:
brain response to storytelling, 49–50
to empathic listening, 137–148
Bell System, 107
Bion, Wilfred, 149
Body language, 116–118, 149–150, 160–162
Brain, 49–63
ancient traditions of storytelling, 55–56
barriers, 49–50
boy who cried wolf, 59
Bush and Putin, 59
cognitive approach to, 58
communication, 118–119
dinner-time storytelling, 56–57
vs. mind, 18
mirror neurons, 19, 28–30, 33–34, 119, 154
neuroscience, 18–30
“once upon a time,” 53–55
reactive vs. receptive, 50–51
right vs. left brain (See Left brain; Right brain)
story as antidote, 52–53
Sturm’s storytelling process, 60–63
three-part structure, 19–21
whole-brain listening, 150
Zoe’s history lesson, ix–xvi, 58 (See also Limbic system)
Bread crumbs, follow the, 150–153, 160
Breakthroughs in neuroscience, 15, 18–19, 30
Bryant, Kobe, 204
Build a Story Get Unstalled exercises, 218, 226
Build Your Story Ladder exercise, 218, 220–221
Build Your Who I Am story exercise, 218, 221–222
Build Your Who I’ve Helped Story exercise, 218, 223–224
Build Your Who (or What) I Represent Story exercise, 218, 222–223
Building the story (See Story building)
Bullet lists and text-heavy presentation, 193, 197
Bush, George H. W., 122–123
Bush, George W., 59
Business situations, showing vulnerability in, 38–39
Buy cycle, 92–95
C
Card system:
authentic communication, 122
complication, 75, 79–80, 219, 222, 223
the point, 75, 76, 219, 221, 223
quick story-building guide, 219–220
resolution, 75, 76–77, 219, 221, 223
right tool for job story, 111
setting, 75, 77–79, 85, 219, 222, 223
story building, 74–81
story practice, 220
turning point, 75, 80–81, 219–220, 222, 223
Who I Am story, 101
Who I Represent story, 108
Who I’ve Helped story, 105
Card system, by color:
blue card (turning point), 75, 80–81, 219–220, 222, 223
green card (setting), 75, 77–79, 85, 219, 222, 223
red card (resolution), 75, 76–77, 219, 221, 223
white card (complication), 75, 79–80, 219, 222, 223
yellow card (the point), 75, 76, 219, 221, 223
Caring, John Scanlon as inspiration, 4, 6
CEOs and “storiable” organizations, 188–191
Change:
as key to story, 66–67
Chaplin, Charlie, 118
Chicago Bulls, 202–203
Chinese symbol for listening, 157
Clarification, questioning and listening, 161
Clear Technologies, 103–105
Climax (See Turning point)
Clinton, Bill, 122–124
Cognitive approach to storytelling, 58
Cognitive transmission of communication, 117
Collaborative communication, 147
Comfort, Learning Zone bull’s-eye, 214–215
Commitment and vulnerability, 41–42
Communication:
body language, 116–118, 149–150, 160–162
collaborative, 147
of emotion, 116–125
nonverbal, 116–118, 149–150, 224
nonverbal questions, 160–162
verbal, 118–119
Company values of Southwest Airlines, 189–191
Complication:
becoming a tribal leader, 179, 180
Kelleher and Southwest Airlines, 190
Confusion through traditional selling techniques, 130–131
building sales based on, 10–11
communication of emotion, 116–125
story ladder, 96–97
Sturm’s storytelling process, 60–63 (See also Emotion[s])
Context, 78–79
Coolidge, Calvin, 135
Copernicus, 14
Courage, Brown’s work on, 36–38
Covey, Steven, 115
Curiosity, story ladder, 112–113
D
Darwin, Charles, 1
Decision Points (Bush), 59
The Definitive Book of Body Language (Pease), 116
Dictation machine, talking to, 155–156
Dinner-time storytelling, 56–57
Discomfort in Learning Zone bull’s-eye, 214–215
E
87/13 rule, 7–8
Ellison, Larry, 191
E-mail, 180–185
Emotional intelligence, 72
Emotional Intelligence (Goleman), 22
Emotion(s):
Aristotle, 14–15
behind the words, 224
communication, 116–125
as contagious, 119
emotional language in story tending, 116–118
limbic system in brain, 19, 20–22, 50–51
vs. logic, 17
nonquestions to elicit, 162
Sturm’s storytelling process, 60–63
Empathic listening, 135–168
barriers to, 137–148
“listening into people’s eyes,” 138–140
mental filtering, 140–141
overreliance on hearing, 137–138
perfect solutions, 142
premature elaboration, 142–144
quotas, 145
traditional sales tools, 145–147
Type A personalities, 147–148
dictation machine, 155–156
follow the bread crumbs, 150–153, 160
importance of, 135–137
intent to understand, 148–149
listening model, 156–164
Encouragement:
of openness, stories for selling, 90–91
“Enough about me” (pass the torch), 128, 224, 225
Enterprise (B2B) buy cycle, 93–94, 95, 97
Enterprise sales, change in, 169–172, 177 (See also Herd behavior)
ESPN Magazine, 204
Exercise(s):
authentic communication, 121, 122
Build Your Story Ladder exercise, 218, 220–221
Build Your Who I Am story exercise, 218, 221–222
Build Your Who I’ve Helped Story exercise, 218, 223–224
Build Your Who (or What) I Represent Story exercise, 218, 222–223
to practice new paradigm, 218–227
to practice vulnerability, 40, 47
Share Your Stories exercise, 218, 226
Story Sharing on a Sales Call exercise, 218, 225
Tend to a Personal Story exercise, 218, 224
F
Farson, Richard, 116
Fear:
Brown’s work on, 37–38
of the unknown, 66–67
Filtering, as listening barrier, 140–141
Fitzsimmons, James “Sunny Jim,” 201–202
Fortune (magazine), 190
Freedom, 215–216
G
Galileo, 14
Gardner, Howard, 207
Geocentric model, 13–30
generally, 13–14
logic and the sales process, 14–15
neuroscience breakthroughs, 18–30
old paradigm, 15–18
solution sales, 15–18
Gladwell, Malcolm, 117, 209, 217
Godin, Seth, 195
Godwin, Phil, 103–105, 112–113, 205–207
Going first, vulnerability, 33–34, 44–46
Golden Circle Diagram, 69–70, 112
Goulston, Mark, 29, 138–139, 150, 154
Gschwandtner, Gerhard, 188
H
Hearing, overreliance on, 137–138 (See also Empathic listening)
Hemispheres of brain (See Left brain; Right brain)
Herd behavior, 169–185
becoming a tribal leader, 179–185
change in enterprises, 169–172, 177
e-mail follow-up to prospect, 180–183
e-mail response from prospect, 183–185
enterprise (B2B) buy cycle, 93–94, 95, 97
explained, 173–174
tipping point, 174–176
tribal leader into story leader, 178–179
tribes, 172–174
tribes and tribal leaders, 176–177
Hostage situation, Detective Terrell’s story, 31–33
Hugo, Victor, 13
Human activity, story building as intrinsic, 68–69
Hurd, Mark, 52–53
I
Inclusion and vulnerability, 40–41
Influence, through stories, xvi, 88–89
Initial impressions, labeling, 141
Internal customers, marketing to, 192
Interpersonal relationships, sales managers, 201–202
J
Jobs, Steve, 196
JoJo the monkey, 29
Jordan, Michael, 202, 203, 204
Just Listen (Ghoulston), 29, 154
K
Keaton, Buster, 118
Kelleher, Herb, 188–191
Kerr, Brad, 56–57
Kerr, Steve, 204
King, Martin Luther, Jr., 118
L
Labeling, and initial impressions, 141
Ladder of story (See Story ladder)
Learn More, Study Less (Young), 197
Learning Zone bull’s-eye, 214–215
Left brain:
buy decision, 96
neuroscience, 23–28
as primarily analytical, logical, rational, 24–25, 54
as reactive, 51
Story Sharing on a Sales Call exercise, 225
story tending, 126–128
vulnerability training, 45–46
Legal profession, storytelling in, 89–90
Leibovitz, Annie, 199
Length of story, 127
Levels of narrative, 83–84
Limbic system:
nonverbal communication, 116–118, 149–150, 224
through traditional selling techniques, 131 (See also Brain)
Lincoln, Abraham, 87–88
Lincoln on Leadership (Phillips), 88
Listening:
Chinese symbol for, 157
John Scanlon as inspiration, 4, 6
in story tending, 135–136
Sturm’s storytelling process, 60–63
Tend to a Personal Story, 224
whole-brain listening, 150 (See also Empathic listening)
“Listening into people’s eyes,” 138–140
Listening model, 156–164
empathic listening, 156–164
Logic:
vs. emotional connectedness, 17
geocentric model for sales process, 14–15
vs. limbic brain, 19, 20–22, 50–51
selling as rational, 16–17
value proposition, 16
Los Angeles Lakers, 203–204
M
MacLean, Paul D., 19
MCI, 3
Mental filtering, as listening barrier, 140–141
Metaphors, 124–125
Mind vs. brain, 18
Mindsight (Siegel), 25, 68, 164
Mirror neuron receptor deficit (MNRD), 154
Mirror neurons, 19, 28–30, 33–34, 119, 154
My Stroke of Insight (Tayler), 25
N
Narrative levels, 83–84
Narratives from the Crib (Bruner), 58
Neocortex (thinking) brain, 20, 21
Neurons, mirror, 19, 28–30, 33–34, 119, 154
Neuroscience breakthroughs, 15, 18–19, 30 (See also Brain)
New paradigm:
practice it, 215–227
trying it, 209–215
Nonquestions, 162
Nonverbal language, 116–118, 149–150, 224
Nonverbal questions, 160–162
O
Obama, Michelle, 158
Old paradigms:
geocentric model, 15–18
John Scanlon as inspiration, 1–6
traditional selling techniques, 130–131, 145–147
“Once upon a time,” brain response to, 53–55
Oracle, 52, 191, 210, 211, 212
Outliers (Gladwell), 217
Paradigms (See New paradigm; Old paradigms)
Paraphrasing, 163–164
Parenting from the Inside Out (Siegel), 119, 151–153
Pause, questioning and listening, 161
Pease, Allan, 116
Pease, Barbara, 116
Peer-to-peer story sharing, 207–208
PeopleSoft, 212–213
Perfect solution as listening barrier, 142
Perfectionism and vulnerability, 34–36
Personal connection, salespeople, 208–209
Phillips, Donald T., 88
Pink, Daniel, 27
Plasticity of brain, 19, 27–28
Plato, 87
Plot, 73
Poe, Edgar Allan, 69
The point:
becoming a tribal leader, 179, 180
stories for selling, 91–92
story structure, 69–71
yellow card, 75, 76, 219, 221, 223
Populorum, Bob, 43–44
PowerPoint presentations, 193, 197
Practice new paradigm, 215–227
exercises, 218–227
freedom (driving stick shift story), 215–216
Gladwell on amount of practice required, 217
quick story-building guide, 219–220
right brain, 216–217
Premature elaboration, as listening barrier, 142–144
Presence and vulnerability, 40–41
Product marketers/product trainers in “storiable” organization, 192–200
Proportionality, Aristotle’s, 21
Prospecting and story ladder, 112–113
Putin, Vladimir, 59
Q
Questioning, and listening, 160–162
Quick story-building guide, 219–220
Quotas as listening barrier, 145
R
Rackham, Neil, 16, 92–93, 142–143, 144
Reactive vs. receptive, brain response to storytelling, 50–51
Reciprocity, 33–34, 129–130, 136
Reptilian (survival) brain, 19–20
Resilience, 38
Resolution:
becoming a tribal leader, 179, 182
Kelleher and Southwest Airlines, 190
red card, 75, 76–77, 219, 221, 223
Restak, Richard, 18
Right brain:
buy decision, 96
communication, 121
neuroscience, 23–28
practice new paradigm, 216–217
as primarily creative, emotional, metaphorical, 25, 54
as responsive, 51
Story Sharing on a Sales Call exercise, 225
Right tool for job story, 109–112, 120–121
Robbins, Tony, 21
Rochefoucauld, François de la, 147
Rogers, Carl, 116
Roosevelt, Theodore, 135
S
Sales:
developing a new approach to, 9–11
as influencing change, xvi (See also specific topics)
Sales Benchmark Index, 7
Sales managers in “storiable” organization, 200–208
creating great, in “storiable” organization, 187–188
new-paradigm enabling, 196–200
old-paradigm enabling, 192–195
Scanlon, John, 4, 6, 76, 77–78, 80, 125
Seabiscuit, 201–202
The Search for Justice (Shapiro), 89
Selling Power (magazine), 188
Setting:
becoming a tribal leader, 179, 180
green card, 75, 77–79, 85, 219, 222, 223
Kelleher and Southwest Airlines, 190
story structure, 71
Shame, Brown’s work on, 36–38
Shapiro, Robert, 88–90
Share Your Stories exercise, 218, 226
Share your stories with others, website, 218, 226
Shneidman, Edwin, 149
Siegel, Daniel J., 25, 49, 66, 68, 119, 147, 150–153, 160, 164
Simpson, O. J., 88–89
Skepticism, through traditional selling techniques, 131
The Social Network (film), 23–24, 27
Socratic method, 146
Solution sales, geocentric model, 15–18
Solution Selling (Bosworth), xiv, 17
Southwest Airlines, 188–191
Spectrum of shame and courage, 36–38
Start with Why (Sinek), 69–70
“Storiable” organization, 187–208
CEOs, 188–191
creating great salespeople, 187–188
product marketers/product trainers, 192–200
sales managers, 200–208
Storiable product training, 195–196
Stories for selling, 87–113
buy cycle, 92–95
encouraging openness, 90–91
importance of, xiii–xvi, 87–89
in legal profession, 89–90
the point, 91–92
story ladder, 95–113
Story building, 65–86
card system, 74–81
change as key to story, 66–67
emotion, 82–85
fear of the unknown, 66–67
as intrinsic human activity, 68–69
levels of narrative, 83–84
plot, 73
quick story-building guide, 219–220
story structure, 69–72
storyboarding, 85
truth, 82–83
Story ladder, 95–113
connection and trust, 96–97
curiosity, 112–113
prospecting, 112–113
right tool for job story, 109–112, 120–121
stories for selling, 95–113
story tending, 129–133
Who I Represent story, 97, 105–108
Who I’ve Helped story, 97, 103–105
Story Leaders workshop, 26–27, 52, 56, 210, 212
Story Sharing on a Sales Call exercise, 218, 225
Story structure:
plot, 73
the point, 69–71
setting, 71
story building, 69–72
Story tending, 115–133
communicating emotion, 118–125
emotional language, 116–118
getting started, 125–126
left-brain, 126–128
length of story, 127
metaphors, 124–125
passing the torch, 128
reciprocity, 129–130
story ladder, 129–133
Story Sharing on a Sales Call exercise, 218, 225
tending, 128–129
vs. traditional selling techniques, 130–131
Storyboard:
communicating emotion, 119–120
right tool for job story, 111, 120–121
Who I Am story, 101
Who I Represent story, 108
Who I’ve Helped story, 105
Structure of story (See Story structure)
Sturm, Brian, 60–63
Surrender and vulnerability, 41–42
T
Talking to dictation machine, 155–156
Tayler, Jill Bolte, 25
Tend to a Personal Story exercise, 218, 224
Tending the story (See Story tending)
Terrell, Detective Anthony, 31–33
Therapeutic techniques and vulnerability, 34–36, 40–42
Three-part structure of brain, 19–21
The Tipping Point (Gladwell), 117
Tipping point in herd behavior, 174–176
Traditional selling techniques, 130–131, 145–147
Tribes and tribal leaders, 172–185
Trust in story ladder, 96–97
Truth in story building, 82–83
Turning point:
becoming a tribal leader, 179, 182
blue card, 75, 80–81, 219–220, 222, 223
Kelleher and Southwest Airlines, 190
Type A personalities, 147–148
V
Veneer removal, Bob Populorum’s, 43–44
Visuals:
power of, 198–199
slide presentations, 197–198, 199–200
Vulnerability, power of, 31–47
commitment and surrender, 41–42
going first and admitting flaws, 33–34, 44–46
inclusion and presence, 40–41
Match.com cancer survivor, 42
perfectionism and therapist Alana, 34–36
Bob Populorum’s veneer removal, 43–44
John Scanlon as inspiration, 4, 6
shame and courage, Brené Brown’s work on, 36–38
showing, in business situations, 38–39
Sturm’s storytelling process, 60–63
Detective Terrell’s story, 31–33
therapeutic techniques, 40–42
Website:
storyboard, 74
Who I Represent story, 97, 105–108
Who I’ve Helped story, 97, 103–105
Whole-brain listening, 150
Whole New Mind (Pink), 27
Why? questioning and listening, 161
Wikipedia.com, 146
X
Xerox, 7, 15–16, 17, 90, 92, 97, 142
Xtraordinary Outcomes, 138
Y
Young, Scott, 197
Z