An effective story: Gives salespeople confidence to prospect Changes the dynamic of the sales dance and positions your salespeople as experts and consultants Gets the customer or prospect’s attention Helps customers to see clearly and quickly that what you sell addresses the very issues they face Enables the salesperson to better articulate the true value your solution delivers Warms up the customer to respond to probing questions Justifies your premium price and position in the market Differentiates your company from competitors Makes salespeople even more proud of their company
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