There are very few Executive Education Universities that acknowledge the significance of teaching consultative sales, and even fewer that have the practical knowledge and capacity to do so. Therefore, I was extremely excited when Professor Ramiro Martins offered to design a program tailored for sales and marketing professionals “Storytelling in B2B Sales program” at AESE Business School, [PT] “Storytelling – uma ferramenta poderosa para as equipas de vendas”

In our first edition, we gathered more than 20 sales/marketing practitioners from various Portuguese business organizations to practice the power of storytelling and connective listening in sales conversations.

5 key takeaways from this program

1️⃣ Igniting curiosity and instilling hope for a solution are essential to initiate a buying cycle.
2️⃣ The most effective way to kindle curiosity is through a “peer story.”
3️⃣ The buying cycle and sales cycle are often out-of-sync. Your job is to facilitate the buying cycle.
4️⃣ We need to understand that we are often biased when entering a sales cycle. Building awareness of our listening and empathy barriers can help us become better listeners.
5️⃣ Trust, as an emotional connection between people, must be earned by demonstrating credibility, reliability, trustworthiness, and a lack of ego-centricity.

You can learn more about the program at AESE Storytelling in B2B

Let me know if you know somebody who would benefit from such a program!