As humans we are hardwired to listen to and tell stories. Our lives are narrative.
From the time we are children we love to hear a good story and this love does not get less as you age.
So what does this have to do with business?
In business to sell we have to tell a story. Don’t talk so much about your product or service but rather sell the story. Do you want to travel the world, never worry about money again etc - sell the feeling, the vision before trying to close the sale.
Closing the sale is the end, not the beginning, of the story.
