Stories are a powerful tool for persuading people. They are easier to understand than statistics, and when presented well, are much more engaging. And it turns out that telling stories really does work. Joe Kern, Vice President of Marketing for MyOrderDesk, and Kelly Mallozzi of Success In Print, will offer tips on creating an effective print selling story and how/when to effectively present it in this free webinar. This session will not only benefit print sales people, but owners, and customer service reps as well.

2. Some basics…
• Welcome to our Webinar
• Everyone is in listen only mode
• Questions can be asked in the chat panel
• Questions can also be asked through Twitter using
the hashtag #PrintStoryMOD
• Please tweet throughout using the hashtag
• The session is being recorded

3. Joe Kern
Vice President of Marketing
PagePath Technologies, Inc.
866-770-7569
JKern@PagePath.com

4. PagePath Technologies, Inc., an
awarding-winning Web-to-Print
storefront provider, is committed to our
client's profitability.
Since 1983, we have been helping those
in the printing and graphic arts industries
become the most productive and
profitable in their respected markets.

5. Kelly Mallozzi
Principal
Success In Print
kellyquinn1969@yahoo.com

6. Kelly sold digital printing for 15 years so
she understands the challenges,
frustrations and pitfalls of building a
successful sales practice.
Her mission is to help printers of all sizes
sell more stuff. Kelly’s areas of focus
include client recovery, retention and
acquisition, and marketing
communications projects.

7. Stories are a powerful
tool for persuading
people. For one thing,
they are easier to
understand than
statistics, and when
presented well, are
much more engaging.
Stories really do work.

8. The Science behind stories
When we listen to a standard presentation or boring
lecture, the Broca’s area of the brain is stimulated. This
area deals with language and logic.

9. The Science behind stories
In contrast, when
we are told a
story with rich
meaning and
visual cues, things
change
dramatically.
Both the right and left sides are activated. The right side (creative
side) is engaged and stimulated. Stories grip us and help us
experience emotions.

10. The Science behind stories
Psychologists call it narrative
transportation. When people
lose themselves in a story, their
attitudes and intentions change
to reflect the story.
That makes them easier to
persuade.

11. Some benefits of Storytelling
• Capture the attention of your audience
• Motivate clients or prospects to take
action
• Build trust and rapport

12. Some benefits of Storytelling
• Make data and facts come alive by becoming
applicable, interesting, and relevant
• Improves information retention. For example,
everyone knows that “slow and steady wins
the race.”
• Transform beliefs and change minds

13. Storytelling in the Print Industry
As a print sales rep, owner or customer service
rep, you have many different tools in your
toolbox.
A variety of different stories can be told to
convey a point. Using the correct type can help
elicit the action or feeling you want from a
customer.

14. Vision Stories
Communicate your
vision and inspire
others to act. For
example, you could
relay a story about
how your
exceptional service
saved a company
or project.

15. Company Stories
Share knowledge and inform others. To be
effective these stories need a “wow” moment.
You essentially need to teach listeners something
they’ve never heard or considered. In the
context of a story, they’ll remember this forever.
As a result, they’ll remember you and your
company forever as well.
https://youtu.be/ZUG9qYTJMsI

16. Why Am I Here Stories
Inform prospects of your intentions up front and
create trust. There’s much to be said for being
transparent. Customers might actually become
more receptive if you tell them what you’re
trying to sell.

17. Who Am I Stories
Demonstrate who you
are to people and create
that crucial connection.
Customers will know
you’re the type that goes
above and beyond when
they hear how you
helped that client win
the $500,000 contract.

18. Key Ingredients to a Sales Story
Use irony or metaphor to make the ordinary
seem new and fresh. A good story, like a good
joke, turns expectations on their head. You
thought one thing was going to happen, when
the opposite happened instead. The idea is to
shake the prospect or client out of their
humdrum or mundane state.

19. Key Ingredients to a Sales Story
Make the story come
alive in the
prospect’s mind,
using imagery (we
are printers for
goodness sake).
Paint word pictures
that put the person
in the scene.

20. Key Ingredients to a Sales Story
Maintain
suspense, so
your prospect or
customer wants
to find out what
happens next.

21. Key Ingredients to a Sales Story
Use modeling. If you
want to change a
behavior, the character
in your story (perhaps a
customer) has to go
through the
transformation you want
your listener to go
through.

22. Key Ingredients to a Sales Story
If you need inspiration, pay
close attention to your
favorite TV shows, novels
or films to dissect how the
narrative works. Then use
the same techniques when
sharing stories with your
prospects and customers.

23. Some tips…
• Read about the industry you’re
selling to.
• Speak the client’s language.
• Use their competition.
• Put fear in their eyes.

24. Developing the story
• What is your business’s history?
• What’s your product’s secret ingredient?
• Where is your business located and what’s
special about the location?
• What happens behind the scenes at your
company?
• Who are the people behind your company?

25. Some final thoughts

26. Homework
We want to help you with your story. Take some time over the
next few days, and use what you have learned today to write
your story. Keep it simple. Make it a base to expand on. Then post
it to the following page.
Everyone in the community can review, comment and help you
tune your story.
http://www.pagepath.com/2015/08/21/what-is-your-salesbusiness-story/

27. Come see Kelly at Graph Expo
Win a “coaching” date with Kelly!
Kelly is so excited to be joining us that she is giving away a one hour
coaching session to a lucky winner. The winner will receive a session
that is one full hour of working on whatever is of most concern to
them. It is kind of a life coach meets therapist meets strategy and
planning session.
To be eligible, stop buy the booth (#245) on
Sunday, September 13 from 1pm-3pm
Monday, September 14 from 11am-1pm
Or register at:
http://www.pagepath.com/myorderdesk-kelly-mallozzi-at-graph-expo/

28. Questions?
Joe Kern
Vice President of Marketing
PagePath Technologies, Inc.
866-770-7569
JKern@PagePath.com
Kelly Mallozzi
Principal
Success In Print
kellyquinn1969@yahoo.com