Stories Sell: A Masterclass on Building Trust One Tale at a Time

Welcome to Grit & Growth’s masterclass on sales, featuring Celine Duros, a woman who started her career in sales at 16 and is now both an experienced sales director in emerging markets and consultant to entrepreneurs seeking the secrets to successful sales – whether you’re pitching yourself, managing teams, or selling a specific product.

Celine Duros sold earrings at a holiday market in France, transitioned to men’s fashion, and only realized after business school that sales was her true calling. She moved to Ghana a decade ago and has honed her craft by working across 25 African markets, building relationships first and selling second. With so much experience selling and consulting across the African continent, she has stories to tell and lessons to share with entrepreneurs everywhere. 

Top Six Masterclass Takeaways 

Actions speak louder than words

“If I had been in touch with the actual decision maker, I would have seen that there was some skepticism and the value was not as clear. You can trust the word, but really, if you want to forecast, look at the actions, cause that's where you're going to be able to actually see through.”

Stay involved in sales

“One common mistake that I've seen is that CEOs or cofounders that are not comfortable with sales, they delegate to team members. And there's so much at stake ‘cause you know, sales keeps the lights on, but it's also what gets the company to grow.”

Document your sales process

“There's usually no documentation, and that's usually what I see in a lot of organizations that I work with. Not transferring, not having an actual way of selling, not providing the tools and just like, ‘Oh, you come to meetings with me and then you learn from that.’”

Review every rejection

“Frame it from a research perspective. Actually have a discussion with the client straightaway and say our goal is to make sure that we improve our solution to make our customers happy, so I'd love to get your feedback and it's just no pressure. It's just, I'm doing research. I'm not here to sell you again after you already said no.”

Tell stories, and have a library to draw from

“Telling a story of who I am as an individual and why I work for this company, telling a founder story, a vision story, who-my-customers-are story, this is going to be building the trust, whatever topic, I have a story library of about 32 stories that you can use at every stage of the sales process.”

Listen to know what stories to tell

“I always tell my team, don't be a product pusher, be a solution finder. You can abuse storytelling if you just throw stories all the time and you don't throw the right story at the right time.”

Listen to Duros’ sales advice spanning topics like delegation, emotional intelligence, compensation, bullshit radars, and more.

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