Sales Growth Requires More Than Selling Harder

How Much Is Really Needed to Grow Your Sales?

I was recently asked this question by Bob, a sales rep:  "To grow my sales, all I have to do is sell harder. More phone calls. More emails. The three parts you offer won't help me. I don't need storytelling, I've had all the sales training I'll ever need, and project management just makes things more complicated. I'll do more of what I already do, and I'll be fine."

Bob voiced some valid concerns. He has seen countless get-rich-quick sales training courses. He's had enough. He just wants to sell his products, pick up his paycheck and go home.

Bob's Answers Tell the Story

I responded by asking Bob a few direct questions.


Question 1: Bob, do you have annual sales goals?

Bob stated that he had annual sales goals.

Question 2: Do you believe that buyers can be affected by an emotional story?

Bob thought about it for a moment. He said, "Well, I guess they can be affected."

Question 3: Do you believe that the best storyteller wins, even in sales?

Bob shrugged and said, "I guess they do. Perhaps I should learn how to be the best storyteller."

Sales Training

Question 1: Bob, do you believe you could close more deals if we fine-tuned your excellent selling skills, to make you even more successful?

Bob thought about it again, and said, "Yes."

Question 2: If we made the sales training event more like a rock concert, would you pay more attention?

Bob replied, "Yes, the excitement and the anticipation would keep me awake."

Question 3: If we surveyed your skills, and asked you for topics, would that help the content of the event?

Bob's answer was, "Of course. If I helped create it, I'll certainly pay attention."

Sales Project Management

This was the component that Bob felt was useless.

Question 1: Bob, would your sales be greater if there were multiple sales campaigns and multiple selling skills refreshers, each starting at a different time throughout the year?

Bob's answer was, "Of course, but that's not how we do it today."

Question 2: Is anyone managing your progress throughout the year?

Bob relied, "We track results, but that's it."

Question 3: If you planned your major activities in advance, and then managed them throughout the year, wouldn't your sales be greater?

Bob thought about it for a moment. He said, "OK, I see how project management can help me close more sales."


Selling harder is a brute-force way to increase sales. It isn't sustainable.

Selling smarter, with the three tools described above, yields much greater sales. And, it's sustainable year after year.

To learn more about Storyselling Projects by Goss Consulting, Click Here.