Mike Bosworth,author,speaker,and entrepreneur:
“I was led to believe that the only thing I could teach was process: strategies,tactics,and skills that would push a sale forward.Forming a connection was dependent on the inherent ability of the individual salesperson.I recognized the fact that people connect with and buy from those they trust.The two essential components of building trust,according to Stephen Covey,are sincerity and competence.For 32 years I had been teaching salespeople how to be competent,and the top-tier sellers,who connect intuitively,were able to get even better.For the bottom 87 percent, however,competence was not enough.They needed to learn to connect, and stories can build that connection. The fact is,leaders in virtually all professions are superb storytellers.
Before the relatively recent invention of writing,our ancestors collected and passed down crucial tribal information through oral traditions. For the past one hundred and ninety thousand years,humans have used stories to communicate,educate,warn,persuade,engage,inspire,celebrate, and connect emotionally.When a seller begins with some variety of ‘I want to tell you a story . . . ,’the buyer’s limbic brain creates an altered state of awareness.The left brain becomes relaxed and quieted for the imaginative right side.When immersed in a story,the buyer’s brain is primed to visualize.The logical left brain is shut down and critical thinking is gone,setting the stage for the listener to be accepting of
new ideas.”
Taken from "the key to the C-Suite", MICHAEL J.NICK
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