Park Howell’s ABT Framework for Storytelling, Ep #323
Park Howell knows that if you’re a leading sales professional, you want to communicate and resonate on a deep level to convert prospects to life-long evangelists for your brand. But you may not connect as well as you could because you lead with logic and reason. Your audience wants the emotional pull of an irresistible story.
That’s why Park coaches salespeople with his ABT framework to escalate and accelerate the sales process. Storytelling is the fundamental agile communication tool to get everyone on board as quickly as possible—especially prospects. He shares more about his storytelling framework in this episode of Sales Reinvented!
Outline of This EpisodeGreat storytellers are like great athletes. They learn and perfect their craft over years of practice. When armed with the right framework—you may not elevate to the level of experts—but you can give yourself an unfair advantage in the sales realm. It comes back to how to use narrative to your benefit. But you have to understand the magic to cast the spell. If you learn storytelling techniques, it will up your game and boost your sales. That’s why Park created the ABT framework.
Park’s ABT frameworkThe ABT framework—i.e. the “And, but, and therefore” framework—is set up on the three forces of story: agreement, contradiction, and consequence. The limbic brain is a pattern-seeking cause-and-effect, decision-making, buying brain. It loves the setup, problem, and resolution dynamic that’s offered through storytelling.
It’s about understanding, empathizing, and appreciating who your prospect is, what they want, and how you can help them get it.
Park’s top 3 storytelling dos and don’tsAs you use the ABT framework, Park notes there are some dos and don’ts you want to keep in mind:
Park emphasizes that you must focus on the singular point you’re trying to make and hang everything else from it. Once you’ve hooked your listener and laid out the problem/solution dynamic, you need to share a short story to make a real-world impact using the five primal elements of a short story:
If you follow those elements in that order and share a story, your prospect can picture what the outcome looks like for them quickly.
Park drives home this episode with a story that demonstrates exactly how his ABT framework makes an impact on salespeople and their prospects. Don’t miss it!
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