Ep. 2
Getting Your Stories to Work with Theresa Francomacaro

The Sales Conversation

Episode Overview

There has been a primary theme in storytelling over the past few years in sales. Stories are the #1 way to connect with a buyer and help them see their situation in a new way. In this episode we will push into how to tell better stories with Theresa Francomacaro? a chief storyteller for a construction company and a facilitator/learning professional who consults for individuals and businesses. We will talk about understanding story structure, as well as the neurological aspects of how stories impact prospects. The way you tell your story will fundamentally shift the emotion and mood of your audience.

Episode Timestamps

[2:15] Background on Theresa and her focus on storytelling

  • Teresa started back with storytelling in sales, where she helped people tell their brand story and their marketing story.
  • She discovered the best way to stand out and differentiate yourself from others is through authentic storytelling.

[3:16] Why should sellers focus on storytelling?

  • It gives the opportunity to create a long-term relationship with your audience by focusing on their interests and the human connection that you are making with them.
  • Stories are what connects us:
  • Five primary neurological responses that are inherent in any great story.
  • A lot of people do not know how to be an authentic storyteller.

[5:07] How do you structure your story?

  • ICCC (pronounced “ice”).
  • I ? inciting incidents. Every story needs to know what happened, where were you, and what were you doing.
  • C ? conflict. What is going on? What changed?
  • C ?¬†climax of the story.
  • C ? closure.
  • Story spine:
  • It doesn’t matter where you start your story.
  • Story structure can vary. It depends on your audience.

[10:01] What is the relevance of storytelling in the digital world?

  • Sift through the information that is being communicated through digital means.
  • Show how you’ve helped and enriched peoples lives with your product.
  • Put out the stories that will land in the realm of the interests of your audience.

[11:03] How do you avoid death by story?

  • To tell an authentic story, you need to make it personal and you need to keep it relevant.
  • An authentic story should be no more than 2 minutes long.

[12:50] What are the five primary neurological responses that tap into the emotions of your target audience?

  • Any great story will include at least one of these responses:

[19:12] How do you know which neurological responses to use when telling your story?

  • Tap into your prospects and do your research on your target audience:
  • What do your prospects need to feel?

[22:26] Who needs to get involved in storytelling?

  • Finding out who are the right people that you should be telling your stories to.

[25:30] What do people need to learn to up their game in storytelling?

  • Make it Stick, a book by Peter C. Brown.
  • Practice your storytelling!

Additional Resources


Video Links:
The Power of Storytelling to Change the World: Dave Leiber
The Storytelling Animal: Jonathan Gottschall
How to Speak So People Want to Listen: Julian Treasure
Simon Sinek: First Why and Then Trust
The 7 Secrets of the greatest speakers in history: Richard Greene
Danajaja Hettiarachchi World Champion of Public Speaking 2014
6 Public Speaking Tips To Hook Any Audience: by Charisma on Command recapping Mohammed Qahtani’s speech “The Power of Words”
The Magical Science of Storytelling

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