Applying Theater to Sales Storytelling with Charles McFarland, Ep #319
Charles McFarland has a background in theater and has produced and directed over 60 shows. He points out that if you want to pitch to Pixar, it starts with the hero’s journey. You share the hero’s challenges, goals, desires, and obstacles, and get to the inciting incident. How do you as the guide or coach come to the rescue and lead to an outcome, i.e. their “happily ever after?” You have to remove tension from the sales relationship and move to an emotional plane. The best way to do that is through storytelling. Charles shares his process in this episode of Sales Reinvented!
Outline of This EpisodeWhat is key to great storytelling? Three simple things:
If your “audience” likes act I of the story, the payoff will be greater in act V when you get the resolution. You need a strong backstory, a dramatic incident that says, “I can’t bear this any longer.” It must change the landscape and provide a need for the solution—your product or service. It needs a beginning, middle, and end with an emphasis on character.
What does that look like?
Charles shares some great storytelling techniques he’s learned:
A year ago, Charles McFarland was coaching a brand campaign agency. They did terrific work but their pitches were boring. So Charles told them to identify what makes their audience look good and what would help solve their problem. He had them implement StoryBrand style storytelling.
What does success look like? What is getting in the way? How can you offer a solution and position yourself as a guide?
They were set to meet a brand manager to have a “get to know you” conversation. They went in with their new StoryBrand pitch. The next day he called to offer them the contract.
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