Selling with Stories with John Livesay [Episode 750]

John Livesay, “The Pitch Whisperer,” speaker, podcast host, and author of Better Selling Through Storytelling, joins me again in this episode.


  • Storytelling makes you magnetic and memorable! People remember stories, not information. Why aren’t salespeople telling case stories, instead of case studies?
  • John teaches the four elements of a good story. (Hint, the story is about your client or someone like them, not you.)
  • In your story of origin, sell yourself, your company, and your product or service. How can people know, like, and trust you without your story? John explains how to tell it.
  • Build trust first, give your prospect a reason to like you, and then give them something that helps them know you. Trust comes from trustworthiness. Make the prospect feel safe. Use video calls more than just audio calls.
  • You don’t have to look perfect; you have to be authentic so people will relate to you.
  • The steps in the buyer’s journey provide a better progress measurement than a sales funnel. Look at how your prospects see you. In his book, John teaches how to go from invisible to irresistible.
  • What’s the old way of selling? John explains what he understands by the “old way.” Storytelling is part of John’s new way. Also, speak informally and conversationally.
  • Where does Powerpoint fit in the final meeting? Never read from slides. People remember visuals, not what you read to them. John explains how to reverse-engineer your talk with a strong opening and a strong closing.
  • To build your closing, first, consider what you want the prospect to think, feel, and do; then provide material to guide them. The best story will be the most memorable.
  • The meeting needs a good opening. John explains a good opening. It’s never about how excited you are to be there! It’s about what the prospect needs and how you have met similar needs for others.
  • Your company story needs to be relatable to your prospect. How do you differentiate yourself? Forget the “two guys in a garage” history.
  • In the “beauty contest” or “bakeoff” — the prospect doesn’t care what’s in the specs or on paper. They will choose the salesperson they like the best because choosing will lead to a long relationship.