This content was created by Pete Alexander. This content was uploaded by Pete Alexander. This is a podcast episode (Episode 168: "Winning at Business and Life with John Livesay") — a recorded PODCAST from 2020-10-15 — in which host Professor Pete Alexander interviews John Livesay (the "Pitch Whisperer") in a brief "6 questions in 7 minutes" segment. The discussion focuses on storytelling for sales (making case studies into compelling case stories), team bonding via origin stories, emotional connection and memorability in business communications, empathy in leadership (recommendation of Dr. Marc Goldstein), and a personal first-job anecdote (lifeguard). The guest also offers a call-to-action (text PITCH to 66866 for a free PDF).
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This is Professor Pete Alexander with the Winning at Business and Life podcast, where business leaders share their insights. It is 6 questions in 7 minutes because successful business leaders are busy and rarely have more time to spare. So let's get to it. Question number 1: In a few sentences, please tell me who you are and what you do.
Dr. Pete, you know how a lot of salespeople struggle not to be seen as a commodity? Well, I'm known as the Pitch Whisperer, and I get hired to speak at sales meetings and teach salespeople how to turn boring case studies into compelling case stories, because whoever tells the best story is the one that gets the sale. And after my talks and workshops, they all become revenue rock stars.
John, it's absolutely great to have you on the show. Can't wait to hear what you have to say about all that different storytelling techniques. Question number 2. What's the best thing about working in your industry?
The best thing about working in my industry is when I see a lightbulb moment with people and they realize that storytelling not only helps them win more business, but it helps them bond with the people they work with and even helps them in their personal life. So it really becomes something that's an emotional connection for people, and they love being able to become better storytellers because it impacts everything.
I love that. It's not just focused on their business but every, all aspects of their life because it's about effective communication, I assume.
Yes, for example, if you're a parent and your kid comes home from school and you say, "How was school?" you get one-word answers: "Fine," "Okay." So I reframe it and I tell people, "Ask your child, tell me a story about the best part of your day," and then they can decide whether it's the beginning, the middle, or the end, and you start conversations and they start learning how to tell stories as well.
Love it. What a great, great thing to be doing for other people, and I can hear the passion in your voice. Question number 3: I have a fictitious book with all the answers for business. Chapter would you think most companies should read?
I would say the chapter would be how to tell a great story that makes you memorable and magnetic, because that's the big problem. People feel like they have to push out information And people buy emotionally and back it up with logic. And so when you tell a great story, you become magnetic and pull people in. You don't have to push. And secondly, after you leave, people forget most of what you said. But if you tell a great story, they remember it.
And they— if it really touched them emotionally, they remember how they felt, I assume. Is that correct?
That's one of my favorite soundbites. When you tug at people's heartstrings, They open their purse strings.
Great line. Question number 4: Other than the generic work harder, have a great attitude, and care for customers, what advice or insight would you give to other business leaders?
I would say that you need to ask your team their story of origin. It's a great bonding exercise, especially now where a lot of teams aren't meeting in person like they used to or coming to an office. So if you find out their own story of origins, like maybe their mom was a nurse, that's what got them into healthcare, or maybe they were a microbiologist before coming here, anything personal like that that makes people feel seen, heard, and appreciated, and that all those case stories get put into a repository where everyone can start to get to know each other that way, it's a total new way for sales management in particular, but any management, to make their people feel like they are part of the team because we all know something personal about each person.
I like that a lot. And it's— yeah, it's— it's— it— there's something about knowing something personal about someone that you get that more of a connection with the other person. Is that what you found?
Yes, because again, the story makes you memorable and personable, and sometimes you find you have something in common with that person. Oh, I was raised by a single mom too, or whatever it is. It allows you to have that emotional connection with them that makes them more than just another colleague.
Mm, love it. Question number 5, what other business leader like yourself would you like to acknowledge and invite to be on my podcast?
Well, Dr. Marc Goldstein is the author of Just Listen. He is an empathy expert. And he's coming out with a new book about helping health care workers deal with the post-traumatic stress of dealing with the pandemic. So he really is at the cutting edge of how leaders can show more empathy. Help people heal instead of just cope.
Great. Thank you for that referral. My wife in particular, she's a healthcare responder, and, and I'm sure she would like to see that book as well. So I appreciate that referral. And our final question, question number 6: Please tell me about your first job.
My first job was when I was a lifeguard in the suburbs of Chicago, and I had zinc oxide on my nose and mirror sunglasses and a whistle around my neck. I thought I was hot stuff. And, you know, usually my job was just to blow the whistle and tell kids not to run on wet cement. But one day, a little girl about 12 years old looked down at the diving board with a lot of fear. I thought, uh-oh, first timer. And finally she jumped in and she was under the water a few seconds too long. And so I realized she was too panicked for me to throw her a buoy. So I had to dive in and save her. And that lesson I learned from that, Dr. Pete, was don't panic, stay calm. And it's helped me my entire career.
What a powerful story. Thank you so much. And from a storyteller, I wouldn't have expected anything less. So, John, thank you so much for being on the show. How can people find you?
Well, you can Google the Pitch Whisperer and all my content comes up. And if you text the word pitch, P-I-T-C-H, to 66866, I'll send everybody a free PDF with all my top storytelling secrets.
Perfect. This is Professor Pete Alexander with the Winning at Business and Life podcast. Thanks for listening.
