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WHAT IS A SALES STORY?

IT’S 9 OCLOCK on Monday morning, three days before a big sales call with a new prospect. The entire team is assembled in a conference room ready to start planning the sales pitch. At 9:02, the sales VP walks in the room and calls the meeting to order with a clap of her hands. She remains standing, puts her hands down on the conference table, leans out over the surface, and says, “Okay, people, what’s our story?”

Do you think she’s asking for an actual story in the traditional sense? Almost certainly not. She’s probably asking for the logical series of facts and arguments and data the team should lay out for the prospect, ...

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