The Business of Story Podcast with Host Park Howell

The Business of Story podcast, hosted by Park Howell, is among the top storytelling podcasts with more than 20,000 downloads every month.

Each episode brings you the brightest storytelling content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to make your story marketing stand out. 

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Sheevaun Thatcher

#336: Make No Mistake, You’re in Sales

#336: Make No Mistake, You’re in Sales

We are all in sales whether we like it or not. And if you can provide your salespeople with everything they need to better engage and convert potential buyers, then you’ll see more deals closed and revenue soaring for your business.

But your reps don’t have the right resources, materials and tools they need to be able to boost conversions and work more leads through your buyer’s journey. 

Today’s guest will show you how. Sheevaun Thatcher is a leading force in sales enablement with a remarkable track record of building teams and programs and delivering revenue outcomes. She even had one training video viewed over one million times in just four days!

Sheevaun is the President of Global Digital Learning and Enablement at RingCentral leading a team that trains between five and six thousand colleagues annually on Support Sales, Customer Success and Support, Channel and Partner Engagement, global corporate-wide Onboarding, Innovation Training, Product Marketing, Curriculum Design, Digital E-Learning and Video Production.   (more…)

Steven Benson

#335: What Sales Stories to Tell During These Turbulent Times

#335: What Sales Stories to Tell During These Turbulent Times

The global pandemic and current economic crises have forced times to get tighter and the way we run our businesses even tighter. And if you can approach the new challenges COVID has presented with business resilience then you can survive and thrive during these disruptive times.

But to better adapt to the world we’re now living in, you need to shift your focus from temporary fixes to a fresh approach to your sales strategy. You need to have a strong ROI story to drive sales and get your revenue back through the roof.

Here to help you tell the right stories during these turbulent times and social unrest is the CEO and founder of Badger Maps, the number one App in the App Store for outside and field salespeople, Steven Benson. Steve received his MBA from Stanford, joining Google where he became Google Enterprise’s Top Sales Executive globally in 2009.

He founded Badger Maps in 2012, designed for outside and field salespeople to upgrade existing CRMs with mapping, routing, and scheduling. Steve is also launching a new sales training platform on Badger Maps that in full disclosure will be featuring my ABTs of Selling™ short online course.  (more…)

Deborah Ostreicher

#334: How to Be a More Effective Presenter Using Storytelling

#334: How to Be a More Effective Presenter Using Storytelling

The prospect of giving a presentation fills some people with dread, while others relish the experience. And if you can deliver a phenomenal presentation with unwavering confidence, then you’ll be able to pique the interest of your audience, make valuable personal connections and your message will finally hit home.

But you’re spitting out everything you know instead of boiling down your messaging into consumable bites that your audience can easily digest. Keep it simple, clear and concise!

Today, I’m joined by my dear friend, Deborah Ostreicher. She shows us her three-step approach to making more powerful and convincing business presentations which she demonstrates in her new book, Enter, Enlighten, Exit: A Simple Guide to Making Clear, Concise and Convincing Presentations.

Deb has spent a lifetime performing on the stage and over 25 years in leadership positions around the globe, including as Marketing Director for a multi-national hi-tech company in Central Europe, as Events Manager for Prince Charles in the U.K. and most recently as the Vice President of Phoenix Sky Harbor International Airport.  (more…)

Pamela Slim

#333: How to Pitch the Widest Net With Your Sales Story

#333: How to Pitch the Widest Net With Your Sales Story

You know that building and nurturing your community is the currency of this digital age. And if you capture a large, diverse and passionate audience who align with your values, then your business will explode.

But you’re not growing as you’d like because you’re still focused on one-to-one prospecting, which is time intensive, exhausting and not particularly effective. 

Therefore, consider a one-to-many approach in your business development as outlined by Pamela Slim in her new book The Widest Net: Unlock Untapped Markets and Discover New Customers Right in Front of You.

Pam calls these prospecting venues filled with potential customers “watering holes.” She is an award-winning author, speaker and business coach who works with small business owners ready to scale their organizations and intellectual property.

Pam is also the author of Escape from Cubicle Nation and Body of Work

She and her husband Darryl co-founded the K’é Main Street Learning Lab in Mesa, Arizona, where they host scores of diverse community leaders and regular small business programming. (more…)

Donna Loughlin

#322: The 6 Ways to Humanizing Your Tech Story

#322: The 6 Ways to Humanizing Your Tech Story

As a futurist and developer sharing a new, innovative idea to the world can be tricky. And if you can find a way to deliver your tech-driven story that doesn’t zoom across your audience’s heads then you can supercharge your story to be agile and relevant in the marketplace.

But how do you communicate your complex message to a non-technical crowd? It’s being able to bring in the human component into your narrative. Focusing on the human factor and user experience will give them the in-depth understanding and appreciation they need.

A master storyteller herself, Donna Loughlin, joins us this week to share how you can humanize your tech-driven stories through her six-step process. Donna is the founder of LMGPR and is known for her work with futurists and innovators. She has launched more than 500 companies taking them from stealth to market leaders since forming her PR agency in 2002.

Prior to establishing LMGPR, Donna spent more than 10 years leading creative PR programs for several high-profile consumer and business services and IPOs in Silicon Valley for global market leaders in the consumer and business tech sectors. She has also held leadership positions with global PR firms Burson-Marsteller and Edelman Public Relations.  (more…)

Chad Wilson

#331: How to Evolve Your Brand Story as Your Customers Change

#331: How to Evolve Your Brand Story as Your Customers Change

Customer experience is literally a memory. If you can create a positive impact that results in lasting loyalty, endorsement and evangelism then you can become unforgettable to your patrons and build life-long relationships.

But your customers can only be advocates of your vision if you pivot with their needs. Your brand story must evolve with their stories. 

Here to help you keep your brand story evolving and relevant is marketing and branding master, Chad Wilson. Chad is the Vice President and Executive Creative Director, Marketing at Grand Canyon Education, Inc, a shared services partner dedicated to serving colleges and universities with a team that has been leading educational transformation since 1983. He manages everything from strategic creative development and consumer research to dynamic media plans and multi-platform initiatives. 

As part of his work at GCE, Chad has directed the brand story transformation of Grand Canyon University, Arizona’s premier Christian university committed to making private education affordable. From a struggling institution to one of the fastest growing universities in the country thanks in part to a visionary leader and the brand storytelling work Chad and his team have produced. His creative leadership has led the University to become an undeniable force in higher education with brand campaigns that have contributed to the exponential growth from roughly 13,000 students to 115,000.  (more…)

Mark Smyth

#330: How to Close the Connection Gap With Your Story

#330: How to Close the Connection Gap With Your Story

In the world of Sales, we often find ourselves making selling harder than it needs to be. And if you can communicate your message with resonance, clarity and simplicity rather than weightless and meaningless statements then you can connect with your audience on a primal emotional level to excite them into action and expedite your sales.

But your messaging isn’t connecting because you’re making it too complex. It doesn’t need to be! The ABT is a simplified, succinct, powerhouse sales tool you can use to deliver your message with transparency and conviction so you can close the connection gap and get your customers from where they are to where they want to be.

In this episode, I’m joined by sales force, Mark Smyth who believes simplicity, clarity and meaningful connection are the keys to solving today’s most complex sales challenges. Mark is an entrepreneurial Sales Performance Coach, strategist and is the founder of HUSSOUL, a sales and consulting firm dedicated to coaching sales and marketing leaders and their teams on how to leverage narrative superpowers to clarify their story, their impact and simplify their lives. (more…)

Wayne Moloney

#329: The 6 Buyer Archetypes and the Stories You Must Tell Them

#329: The 6 Buyer Archetypes and the Stories You Must Tell Them

Your customers and prospects come in an array of personality types. And if you can understand their behaviors then you can unlock the key in determining what makes them tick, how you can work effectively with them and recognize their genuine influence within their organization to persuade them to ‘sell themselves’ on your offering.

But your selling isn’t succeeding like it could because you’re not connecting with your buyer’s personality type. When you identify their archetype, then you’ll know which stories to tell that’ll move them to action. 

Australian business growth specialist, Wayne Moloney, co-author of the new book The Wentworth Prospect: A Novel Guide to Success in B2B Sales reveals the six archetypes you’ll come across in sales.

Wayne has a global background with over four decades in roles from salesperson to Managing Director. He has helped a diverse range of businesses in Australia, Asia and Europe to achieve their revenue and profit goals.  (more…)

Wesleyne Greer

#328: How Sales Managers Use Storytelling to Coach Their Teams to Success

#328: How Sales Managers Use Storytelling to Coach Their Teams to Success

Most Sales Managers often feel selling is daunting and you want to find a way where it feels good, authentic and easy so you can drive your team into action and accelerate your sales growth.

But you have to ditch that sales mentality! You have to change your whole communication approach by shifting your focus onto your audience. Make them the star of the story. When you switch your perspective and start seeing yourself as a person who is there to help solve their problems as opposed to being a salesperson forcing to seal the deal, that’s when your brand story will quickly connect, stand out from the pack and get you the results you want.

A former chemist turned superstar sales strategist, Wesleyne Greer is here to teach us how she found her brand story and was able to separate herself from the hordes of undifferentiated sales consultants to design her own unbeatable market category. 

With over 12 years of sales and leadership experience, Wesleyne knows the challenges that come from being able to stay at the top of your game. She is the founder of Transformed Sales where she coaches underperforming sales managers and empowers them to become confident sales leaders.  (more…)

Jim James

#327: How Story Attracts Attention to the Unnoticed Entrepreneur

#327: How Story Attracts Attention to the Unnoticed Entrepreneur

As a business owner, you know content marketing is king. And you want to share information that will capture attention to increase your exposure and send your engagement rates through the roof.

But despite all your efforts, you feel unnoticed.

Your messaging isn’t connecting because you’re not amplifying it for engagement. When you focus on making it simple, innovative and context-sensitive that’s when your audience will sit up and finally take notice.

A well-seasoned entrepreneur himself, Jim James shares in his new book, The Unnoticed Entrepreneur; 50 Ideas for Your Company to Stand Out, his powerful Speak PR methodology – Storification, Personalisation, Engagement, Amplification and Knowledge. He takes us through his five-stage approach that will help you create a framework to build a simple and structured approach to your public relations.

Jim is also the Founder and Chairman of EASTWEST Public Relations Group, having over 25 years of marketing experience in both business and consumer facing industries in Asia. His impressive array of clientele includes Sony Asia, Roche Vitamins Asia, Nortel Networks, AT&T, Philips Consumer Electronics and Microsoft.  (more…)