CHAPTER 6Stories for Selling
People who tell the stories rule the world.
—Plato
Believe What I Believe
Selling isn’t just a matter of getting buyers to purchase goods and services. On a more fundamental level, it’s about influencing people to change—influencing them to believe what you believe. This isn’t just what great salespeople do; it’s also what effective leaders, teachers, politicians, coaches, and lawyers do.
Who are the greatest leaders in American history? When we ask this question in our workshops, Abraham Lincoln is always one of the first names we hear. As a leader, Lincoln more than had his work cut out for him. Imagine trying to sell abolition to a nation that was in large part economically dependent on slavery. Imagine trying ...
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