Ditch the Pitch: The Art of Improvised Persuasion

by Steve Yastrow

“the fool tells me his reasons. The wise man persuades me with my own.”

Customers don’t really care aboutour stories; they care about their own stories.

customers are more likely to believe a company is unique if they have a “We” relationship with it than if they don’t.

Don’t ever guess your customer’s situation, especially when you make statements that can be affected by that situation.