Why should businesses shift focus from selling products to selling outcomes? Stephen Steers is a renowned consultant and author with a notable background in storytelling in sales, a skill honed through his experience working with approximately 1000 companies worldwide following his transition into consulting from the sales industry. Steers considers storytelling as a pivotal aspect of sales, particularly when the objective is to sell a business. Drawn from his extensive experience and insights, he emphasizes the role of narratives in demonstrating systems and processes that prospective buyers would be interested in. He advocates for storytelling that focuses on positive outcomes, such as improved customer acquisition, effectively communicating business value. Steers insists that aligning storytelling with the benefits and outcomes for customers, rather than merely highlighting product features, is instrumental in engaging customers and fostering memorable experiences that can result in referrals. Here’s what to expect this episode: Storytelling is key in sales to sell outcomes rather than products and connect with customers on a deeper level. Crafting narratives that resonate with buyers' aspirations and goals is crucial for engaging and influencing potential customers Using context-driven strategies in sales, such as personalized messages and storytelling, helps establish meaningful connections with customers. AI in Sales can personalize customer interactions but should be complemented with storytelling and context selling for sustainable results.   Connect with Stephen Steers https://www.stephensteers.com/   Connect with Jacob Koenig: https://woodbridgegrp.com/ Learn more about your ad choices. Visit megaphone.fm/adchoices