Many people know what a story is until they are asked to find or tell one. To accurately spot stories, you need to train your ears to differentiate them from opinions, viewpoints, statements of fact, and the many other things that aren’t stories. This is an essential skill; without it, systematic and purposeful sales storytelling is impossible. Our ability to spot stories is based on the simple fact that stories have structure, which is why Superior Sales has developed a story-spotting framework.
Before we go any further, let me just say that the story-spotting framework is not an attempt to come up with a rigid definition of a story. Rather, it’s merely a tool that will help salespeople to identify useful stories. In that context, the framework is a simple device that allows you to quickly decide whether something you’re hearing is a story or not. Now let us break it down for you.