What Great Salespeople Do: The Science of Selling Through Emotional Connection and the Power of Story

Build better relationships and Sell More Effectively With a Powerful SALES STORY

€œThroughout our careers, we have been trained to ask diagnostic questions, deliver value props, and conduct ROI studies. It usually doesn€t work; best case, we can argue with the customer about numbers€•purely a left brain exercise, which turns buyers off. This book explains a better way.€
ۥJohn Burke, Group Vice President, Oracle Corporation

€œForget music, a great story has charm to soothe the savage beast and win over the most challenging customer. And one of the best guides in crafting it, feeling it, and telling it is What Great Salespeople Do. A must-read for anyone seeking to influence another human being.€
ۥMark Goulston, M.D., author of the #1 international bestseller Just Listen: Discover the Secret to Getting Through to Absolutely Anyone

€œGood salespeople tell stories that inform prospects; great salespeople tell stories that persuade prospects. This book reveals what salespeople need to do to become persuasive story sellers.€
ۥGerhard Gschwandtner, publisher of Selling Power

€œThis book breaks the paradigm. It really works miracles!€
€•David R. Hibbard, President, Dialexis Inc„

€œWhat Great Salespeople Do humanizes the sales process.€
ۥKevin Popovic, founder, Ideahaus

€œMike and Ben have translated what therapists have known for years into a business solution€•utilizing and developing one€s Emotional Intelligence to engage and lessen the defenses of others. What Great Salespeople Do is a step-by-step manual on how to use compelling storytelling to masterfully engage others and make their organizations great.€
ۥChristine Miles, M.S., Psychological Services, Executive Coach, Miles Consulting LLC

About the Book:

This groundbreaking book offers extraordinary insight into the greatest mystery in sales: how the very best salespeople consistently and successfully influence change in others, inspiring their customers to say yes.

Top-performing salespeople have always had a knack for forging connections and building relationships with buyers. Until now, this has been considered an innate talent. What Great Salespeople Do challenges some of the most widely accepted paradigms in selling in order to prove that influencing change in buyers is a skill that anyone can learn.

The creator of Solution Selling and CustomerCentric Selling, Michael Bosworth, along with veteran sales executive Ben Zoldan, synthesize discoveries in neuroscience, psychology, sociology, anthropology, and other disciplines, combining it all into a field-tested frameworkۥhelping you break down barriers, build trust, forge meaningful relationships, and win more customers. This book teaches you how to:

• Relax a buyer€s skepticism while activating the part of his or her brain where trust is formed and connections are forged
• Use the power of story to influence buyers to change
• Make your ideas, beliefs, and experiences €œstoriable€ using a proven story structure
• Build a personal inventory of stories to use throughout your sales cycle
• Tell your stories with authenticity and real passion
• Use empathic listening to get others to reveal themselves
• Incorporate storytelling and empathic listening to achieve collaborative conversations with buyers

Breakthroughs in neuroscience have determined that people don€t make decisions solely on the basis of logic; in fact, emotions play the dominant role in most decision-making processes. What Great Salespeople Do gives you the tools and techniques to influence change and win more sales.