Why Storytelling Matters to Buyers

On my first visit after graduating from the corporate sales school, I began presenting my company's amazing features and benefits. I even had colorful brochures. My prospect was so bored that he leaned back in his chair, put his hands behind his head, and closed his eyes. 

My first thought was, "This guy obviously does not understand our selling process. What's wrong with him?" My second thought was, "No, what's wrong with you, Mike? It's his office, his company's money, and his decision. Get in sync with him, or go home." 

I asked questions. Based on his answers, I told stories. My stories offer him hope, to help him solve some of his operational problems.

Why do stories matter to buyers? To find out, click the video below: