"I recently had an interesting conversation with John Burke, who is Oracle's group vice president for global sales support and new product introductions. He has about 125 people reporting to him, many of whom have been recently trained by Mike Bosworth and Ben Zoldan on using storytelling as a sales technique. Here are some highlights from that interview. - Geoffrey James"
Geoffrey James: What challenges does a company like Oracle face in sales situations?"
John Burke: Large companies are often very adept at explaining what their products do, but not as adept at explaining how and why their customers use their products. Most companies, Oracle included, have made a great effort to become more customer-focused, and there have been a lot of sales training programs put into place to accomplish that. However, I've observed over the years that many of those programs don't seem to help much, because salespeople don't often know the real stories behind why their customers bought and how their customers actually use their products.
GJ: And that's what led you to start working with Mike and Ben?
Read on to hear if Oracle has changed how they sell and also about using humility in a story.