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Changing The Sales Game

May 28, 2024

“Humans are not ideally set up to understand logic; they are ideally set up to understand stories.” - Roger C. Schank. I use stories in my sales conversations with prospects and when teaching.  Years later, people approached me and said, “Do you remember when you taught us XYZ?  I still think about that and remember how to use that concept with my clients.”  


That defines success for me. Years later, the employee remembers the story but, more importantly, the concept and how to use it in real-life client and prospect conversations! So, how important are stories in sales? Without getting lost in our story and keeping it grounded and relevant to the client or prospect in front of us…VERY!




About Mike Bosworth:  Mike is known throughout the business sales world as a thought leader, speaker, sales philosopher, entrepreneur, and the author of best-selling sales books Solution Selling and co-author of CustomerCentric Selling. Mike began studying the power of story as a framework for building emotional connection in 2008 and published What Great Salespeople Do: The Science of Selling Through Emotional Connection and the Power of Story in January 2012.


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