Spotlight, 2016’s  Oscar winner for Best Original Screenplay, proved yet again that a good story, well told can pay big dividends. Storytelling can pay big dividends in your sales presentations as well when you follow a few rules. The first rule is critical to the success of your story, and that is being crystal clear why you are telling a story. Why “the why” is key in your sales story Stories that are used solely as attention-grabbers and lead nowhere waste time and try the patience of busy prospects. While this may work in everyday conversation, a sales presentation is not an everyday conversation. It is a purposeful, heightened communication and every element, including a story, must be tied to the reason that you are there. Whether that’s to solve a business challenge, explore an opportunity or overcome obstacles to doing business. Should a story also grab attention and entertain?  Of Read More