Storytelling in Sales - Global Sales Mentor | Zach Selch

4 Sept 2020 · 1 min

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1:18

In a brief on‑camera segment recorded at Rio airport, Zach Selch recommends the book Soft Tales and Hard Asses by his colleague Paul Lanigan, emphasizing how Lanigan integrates storytelling into his sales process. Selch highlights Lanigan’s Irish background, engaging voice, and skill as a storyteller, positioning the book as a practical guide for salespeople who lack storytelling abilities. He suggests the book can help develop this skill within sales teams. The segment ends with a call‑to‑action inviting listeners to contact Selch’s organization for assistance in growing international sales.

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Hi, I'm in the Rio airport, and I want to talk about a book called Soft Tales and Hard Asses by Paul Lanigan. And Paul's a friend of mine. I know him from work. We're not— we don't go way back from school or anything like that. He's a great storyteller. He's Irish. He has a beautiful Irish brogue, beautiful voice. He tells beautiful stories, really just lovely. And it's part of his His sales process. And the book is about how he adopted storytelling to his sales process and really, in a lot of ways, shows how you can do it too. So if you're not necessarily a strong storyteller in your sales process, or if you have a salesman on your team who isn't a good storyteller in their sales process, this would be an excellent book to help people develop that skill. So remember, book's name is Paul as a Soft Tails, Hard Asses by Paul Lanigan. And remember, when you're ready to grow your international sales, reach out to us. We can help.
When you decide it's time to grow your international sales, call us.