Growth: Craig Wortmann - How To Make Successful Sales | E35

Could the art of storytelling be the most potent weapon for a salesperson?

In episode 35, co-hosts Bennie Fowler and Ryan Harris sit down with Craig Wortmann, an entrepreneur, professor, and the founder of Sales Engine. Craig shares his journey of building successful businesses and the importance of developing a strong sales culture. He emphasizes the critical role of knowledge, skill, and discipline in developing the art of sales through time. Craig highlights the significance of practice and the power of storytelling in sales. He also shares his experience in the sales world handling objections and building genuine relationships with clients. Throughout the conversation, Craig offers invaluable insights on mindset, leadership, and the impact of mastering sales in business and life.

[00:00 - 04:36] The Entrepreneurial Journey: Building Sales Engine

• Craig's experience as a three-time entrepreneur shaped his understanding of the importance of sales in business success.
• Building a revenue engine requires a focus on people, processes, and tools.
• Craig's passion for entrepreneurship.

[04:37 - 11:50] Assessing Knowledge, Skill, and Discipline in Sales Teams

• Why skill and discipline are crucial for success in sales.
• Codifying the knowledge, skill, and discipline of top performers helps build effective sales systems and processes.
• The mindset of genuine service and attentive listening is key to successful sales. 
• Why do sales go wrong?

[11:51 - 14:53] The Power of Practice in Business and Leadership

• Why do you need to practice your sales? 
• Implementing a culture of practice in sales teams involves role-playing, coaching, and repetition to refine skills and techniques.
• Consistent practice leads to improved performance and confidence when engaging with clients and stakeholders.

[14:54 - 18:31] Mastering the Art of Storytelling in Sales

• How can you sell without feeling that you are selling? 
• Effective stories follow the five C's structure: character, context, conflict, climax, and closure.
• Stories have both a business arc and an emotional arc, and skillfully navigating these arcs enhances their impact.

[18:32 - 23:07] Storytime: How Craig Handled Objection 

• How to properly handle objections. 
• Why apologizing is important in sales. 
• Handling objections properly can transform challenges into opportunities for partnership.

Key Quotes:

"Mindset is both a skill and a discipline." - Craig Wortmann

"One of the best things we can do as human beings in relationships, personal or professional, is apologize." - Craig Wortmann

"I always say to salespeople, if someone's ghosting you, apologize. If you've just triggered a huge objection, apologize." - Craig Wortmann

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Connect with Craig Wortmann
Instagram: @craigwortmann
Twitter: @craigwortmann

Reach out to Bennie Fowler!
Instagram: @benniefowler1
Twitter: @BennieFowler123

Reach out to Ryan Harris!
Instagram: @ryanharris_68
Twitter: @ryanharris_68

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