CHAPTER 8

Sharpening Your Sales Story

Think for a minute. What makes a story interesting or compelling?

Stories that pique our interest and garner our attention are those that draw us in. Wouldn’t you agree the stories that are most captivating are the ones where you can imagine yourself as part of the story, or perhaps feel jealous that you are not?

The same applies when dealing with our sales story. I benefited from having mentors like my dad and my boss, Danny Abraham, the chairman and CEO of Slim-Fast. Both men were absolute masters at framing the story. The customer was always the main character and centerpiece of their sales pitch. But as I began to observe other salespeople, I noticed most were not very good when it came to telling their ...

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