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THE MAIN SALES PITCH

FOR MOST SALES calls, this is the heart of the matter—where most of the traditional selling is done, and where most of the time in a typical sales call is spent. So there’s room for lots of stories, and successful salespeople often use more than one. Here are the five most typical kinds I found being used in this part of the selling process.

1. YOUR PRODUCT’S INVENTION OR DISCOVERY STORY

This is similar to the founding story of your company covered in the last chapter, except it’s about the origin of the particular brand, product, or service you’re offering at the moment. It answers the question “What situation gave rise ...

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