Why Storytelling Wins in B2B Sales with Jon Billett

In this episode, James sits down with Jon Billett, author of Story Quadrant and ex-Salesforce enabler, to unpack how stories help sellers stand out in crowded markets. They explore why differentiation often fails, and how strong narrative hooks fix that.A former tech seller, solution engineer, and enablement thought leader, Jon created the worldwide storytelling program for Salesforce and now partners with commercial teams at some of the world’s most recognisable tech companies.

His proprietary framework, StoryQuadrant, is grounded in neuroscience and memory science, giving sales, marketing, and solution teams the tools to craft clear, compelling narratives that stick and get retold in rooms they’re not in.

He’s also known for his hands-on, high-impact delivery style combining storytelling science with creative visuals, live sketching, and moments of magic that anchor the message in memory.