Episode #516 – Philipp Humm, Doug Keeley, & Patti Pokorchak

Spinning Sales Gold—Why Stories Sell

Meet

Philipp Humm

Philipp Humm helps sales experts around the world use stories to become their clients’ #1 trusted advisor. At the moment, he’s writing a book on StorySelling where he has interviewed 50+ sales executives, speakers and coaches on how to use stories authentically in sales. Just this year, he gave a TEDx talk on “The Secret to Building Lasting Confidence”.

Doug Keeley

Doug Keeley is a global speaker and trainer who helps his clients use Business Storytelling to power Sales, Leadership and Culture.

Patti Pokorchak

Patti Pokorchak (Poker-Chuck) was NOT a born sales professional. She was the shyest female tech pioneer, proving that ANYONE can learn how to sell, AND love it too. Patti now teaches Entrepreneurial Sales at Toronto Metropolitan University (formerly Ryerson University). A serial entrepreneur since 1992, she helped co-found and run a software business, scaling to multiple 7-figures in sales and 20 employees before opening up her own hobby farm and garden centre. Patti will take you from Sales FEAR to Sales FUN to Sales SUCCESS, so you can do more of what you love to do. She has helped hundreds of entrepreneurs to have more fun AND make more money too!

Our Mission Is To Change The Negative Perception Of Sales People

Our Vision Is A World Where Selling Is A Profession To Be Proud Of

Today’s “Best Of” episode brings together top minds in storytelling for sales success. In this episode, you’ll hear practical do’s and don’ts from Philip Humm, Doug Keeley, and Patti Pokorchak, who share how to craft stories that engage, connect, and create real value for clients. Whether it’s making your customer the hero, keeping stories concise and relevant, or demonstrating the undeniable power of value-driven storytelling, this episode is packed with actionable insights to elevate your sales conversations and results. Get ready to be inspired by compelling examples and timeless lessons you can apply on your very next call!

Struggling to connect with #prospects? Stop making your #stories about YOU.The best sellers make the #customer the hero, not themselves. Discover how to craft customer-focused stories on this episode of @SalesReinventedClick To Tweet

Outline of This Episode

[00:00] Focusing on people in storytelling
[01:56] Don’t turn the story into a performance; weave it conversationally
[07:12] Don’t feel compelled to use the hero’s journey structure
[09:39] The Federal Express (FedEx) helicopter story
[12:49] Impact of storytelling in sales
[15:39] Practicing and getting feedback
[17:42] Lesson on showing value in sales
[20:54] Discussing client value perception

Make It Simple, Make It About People

Philip kicks things off by stressing the importance of simplicity in storytelling—don’t try to stuff 16 steps of the hero’s journey into a 90-second pitch! Instead, he suggests sales pros cut the excess context and keep storytelling conversational, not theatrical. His top do’s are to always make your customer the star, focus on a specific person rather than a faceless company, and tailor your stories to match your audience’s challenges and interests. As Philip’s favorite real-world example shows, the ability to turn “water into wine” by crafting compelling tales from everyday moments can help anyone stand out as a memorable, persuasive communicator.

The Two-Minute Tale That Sticks

Doug also warns against relying too heavily on complicated hero’s journey arcs in business settings. His advice is to keep it emotional, spotlight someone other than yourself as the hero, and finish in two minutes or less. Doug shares a powerful story about a FedEx driver who rented a helicopter in a snowstorm rather than break FedEx’s delivery promise—a story that transformed business perceptions and propelled FedEx into brand legend. A few unforgettable, value-driven stories can shape your entire sales culture far more effectively than a data dump of facts and credentials.

Think every #business story needs a hero's journey? Wrong. That formula can KILL your #pitch. Short, real, emotional #stories win in sales. Hear what to do instead on this episode of @SalesReinventedClick To Tweet

Let Value Take Center Stage

Patti reinforces the idea that the customer should always be the hero and that every story must have a purpose and a point. She believes conciseness, practice, and peer feedback are your best tools for trimming the fat from your tales. When people see genuine value, they’ll find the budget, no matter the price tag. Her example reminds us that storytelling isn’t about bragging or padding your narrative, it’s about showcasing the transformative outcomes your product or service brings to real people.

If price #objections haunt you, listen up: When people SEE the #value, they WILL find the budget—no matter the price tag. Want your #pitch to beat the competition by 10x? Unlock the secret on this episode of @SalesReinventedClick To Tweet