New Sales. Simplified.

CHAPTER 7

Your Most Important Sales Weapon

Of all the sales weapons in our arsenal, none is more important than the sales story. When coaching, I spend more time working with individuals and sales teams to improve their story than on any other aspect of selling. The story is that critical.

We use the sales story in one way or another all day, every day. The story is foundational in the sense that it’s incorporated into every other weapon. From marketing letters, e-mails, LinkedIn profiles, and telephone call outlines to voice mail scripts, initial sales calls, presentations, and proposals—all are built on pieces of the story. So, we must nail the story before we can arm ourselves with other weapons needed for battle.

A compelling, differentiating, ...