Amp Up Your Sales

CHAPTER 36

Are Your Stories Worth Repeating?

Your sales stories have to be memorable and worth repeating. This means that they have to be easy for someone to retell. How do you make that happen?

Let’s start with the story itself. You have to remember that the exclusive audience for your story is not the person to whom you initially tell it, even if that person is the final decision maker. Every sales story you tell has multiple audiences.

It is always possible that your customer is an autocratic organization with only one decision maker who doesn’t solicit input or advice before making a purchase. But it is far more likely that your customers are normal companies with multiple people and departments involved in identifying potential solutions, ...