Soft Tales and Hard Asses: One salesman's discovery of the art of Story Telling Paperback – August 15, 2013

I saw this book on the table of a friend and the title intrigued me. I asked about it and he said I most likely would not be interested because it is a book about a technique for selling and the authors use the selling of computer software as an example. I said I actually was interested because I had been on the receiving end of such sales. I borrowed the book and was engaged from page one. The essence of the book is about capturing the interest of people using stories as a catalyst from initial contact through commitment.As I read, it started resonating with me. Before I retired, I was a Project Manager/Business Analyst in Information Technology. I would walk in cold to a meeting room with a group of people who didn't know me (packing flipchart paper and a black marker) and sell them on telling me about what they do. I would start drawing flowcharts and asking questions, and as their piece of business started unfolding on the paper with my black marker scratching, they would become more enthused about telling me their "story." I would go back to my cube and paste the pages around on the metal and start using Visio and graphing their "story." There is much more to this process and I won't go into here, but I loved working with those people. This is the first time I understand the power of helping people tell their story and realizing I was a salesperson.In the business world, we are all in some way or another a salesperson and we use stories in one way or another to get our jobs done. I highly recommend this book, both to people whose profession is that of a salesperson and, as I was, helping people realize greater efficiencies.

Paul's engaging use of narrative and Sandler principles serve as a quick, impactful read on how to package your message in a digestible format for Sales and Business. Good stuff.

A really good read.

I met Paul a couple of times at different business gatherings over the years and found him to be a very interesting character, his approach to sales is certainly refreshing, a break from the normal rhetoric we are used to listening to at these events. When I heard he penned a book I was curious more than anything else, but I had to have a read. True to his personal nature, the book speaks exactly as he does, telling stories with the ultimate goal of altering someone's perspective, moving them closer to his way of thinking (or yours if you're the seller).Well worth a read, it will add another string to your bow and as we all know, we can't have enough of those!

I have been successful in sales for nearly 20 years, yet when a friend asked me to read the book I was skeptical about the storytelling approach - but came around to the ideas and examples presented. There are great mixtures of metaphor, storytelling and examples of solid sales techniques. This book is not suited to the internet age and at all. You need to actually sit down and read it - not skim, and the messages emphasis the need to connect, to build solid relationships, to avoid the hysterical empty promises of shiny sales. Like the bike journeys described in the text, I found myself slowing down, thinking and reflecting on what I had read, a process which has already yielded insight which I can use tomorrow on sales problems I am facing. A welcome addition to my sales library - read it!

There are a few really great things about this book.First, it’s a book about the power of stories, and it is a story that uses stories to make the point. Much more effective and refreshing than the typical textbook style approach to business stories - and - true to the promise - because the book uses stories to teach the power of stories, you remember what you learned - which is the whole point of using stories. Do you think it’s possible that I could have used the word story any more times in this paragraph?Second, it’s an enjoyable story (there I go again....) I actually stayed up later than I should have a few nights just to get in another chapter. It’s a well written and enjoyable book that illustrates and teaches while it entertains.I’ve read more sales books than I can count, even wrote three myself and am working on more. This is one of the best ever. No disrespect to the classics, but this one is unique. Download the Kindle sample and see if you like the style. If you do, buy the book - it gets better as you go.

I was at a Sales Institute seminar that Paul was speaking at and found his keynote very interesting. When there was a chance to get a copy of his book I jumped at the chance. Its an excellent read which has given me some really good ideas for engaging with my prospects and also has me thinking outside the box when developing pitches.Would certainly recommend for all sales professionals!

I am not one for reading this type of book but having met Paul and heard him speak to a crowed hall and keep everyone hooked I gave it a read.The book gives an insight into what we salespeople try and do every day, tell a story that helps the customer make a decision in our favor, however like most things we get into bad habits while assuming we have not changed. Its a bit like learning to drive, everything has to be done correctly so we can pass that test, once passed we slide into bad habits. Many like myself who have been driving for a good many years would NOT pass the test today because of the bad habits we have let ourselves get into. The same with selling, the book gives us a refresher course in story telling, how to prepare for a meeting and being aware of what you want to get across to the customer and then framing it for the customer by telling a story that they can relate to. The book is easy to read and very enjoyable for it.

A sales parable and brilliant introduction to storytelling for salespeople. There is so much to learn from this book and Paul Lanigan could not have made it any easier for you - just enjoy the story and absorb the lessons as you go. Teaching includes, how to build rapport, how manage politics, how to network (this part was brilliant!) and prospect, how to differentiate and how to close the deal. And Paul throws in a few life lessons for good measure.Mike AdamsAuthor, Seven Stories Every Salesperson Must Tell.

I am a financial adviser and have been selling in this industry since the late 1980s. There have been lots of changes in the world of selling but the selling approaches taught by most organisations and in most books have actually changed very little over the various decades. Sadly many of these techniques do not work for most and are normally taught by people who have never sold, or certainly do not sell on a regular basis. For once this book provides a refreshing approach to sales in a way that I personally would like to be sold to. I would recommend anyone in the sales Industry to read this book and apply the approach of using Stories effectively to sell.

Soft Tales & Hard Asses is a compelling book that perfectly captures the value of creating and embellishing stories to aid what sometimes can be a very dry process for both parties.The book is both easy to read and entertaining, both of which attributes make a refreshing change.I agree with the editors synopsis (again a rarity) that this book is indeed must-have for anyone involved in business and it's changed the way I look at my job.

Great book for salesmans who wants to know more about storytelling and how to implement it to their work.Now I understand why storytelling is so effective in sales situation

Good book. Inspiring ideas.