CHAPTER 7The Collaboration: Storytelling and Story Tending

To touch the soul of another human being is to walk on holy ground.

—Steven Covey


Now that you understand the power of story and have built some stories of your own, it’s time to start putting them to use in a collaborative, reciprocal way—in real sales situations. Keep in mind that your stories are merely a means to an end, a way of helping your buyer to progress through his or her buy cycle. Ultimately, the goal is to influence your buyer to believe what you believe, to get to the top rung of the story ladder, to say yes.

The Language of Emotion

The first thing to understand about storytelling is that it’s not just what you say but how you say it. In fact, it’s mostly

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