Have you ever given a presentation, excited, engaged and in the moment? And then the time comes when you pause to catch your breath and like the good Master Seller ask if they have any questions? And then you look up and all you hear is the sound of crickets as your audience naps the afternoon away?

You could have a long list of features and benefits that far out weigh anything your competition can offer. But there are limits to what words can say, and you can rarely fully describe to complete precision what you’re selling with dry lists and specifications.  But a quick anecdote, a little story, an example that draws upon a metaphor or common experience can make all the difference. 

In the hubbub world of today, prospects quickly tire and get glassy-eyed.  A great tactic is to frame a benefit in a real-life story.   Start with “Have you ever been in the situation where …….”   And the story ends with some frustration of life.  You then proceed “Consider instead this ending…..” explaining  how your solution makes everything right in the end.  

Listen to what people say. Describe what you do with their stories. Make sure they fully believe you, and if they choose wisely,  they will live happily ever after. 

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