Credibility gets attention. Connection closes deals. Here’s why storytelling wins in B2B sales.
Sales professionals often apologise for taking up a customer’s time, especially when speaking to busy healthcare teams. While intended as empathy, this habit can undermine credibility and position the seller as an interruption rather than a partner.
This piece explores the difference between acknowledging busyness and apologising for it—and why confident, respectful storytelling builds stronger professional authority.
Last week, a client called and said, "I really need my sales people to be better storytellers. Can you conduct a one-hour storytelling workshop for them?" To help someone become a storyteller within an hour is a big ask yet not uncommon. Time seems to be a very important topic of discussion when it comes to our learning initiatives but not when we are watching Netflix, browsing or posting on...
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It takes 40 seconds to ride an elevator to the 61st floor of the Salesforce tower in San Francisco. On the day of the pitch competition, the elevator doors opened and inside stood Salesforce President and Chief Product Officer, Bret Taylor. The door closed and the elevator started to rise. Mars Mundy, one of the eight finalist had a frustrating experience with repair shops that he channeled those...