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Christian Weiss ♥ pareto principle

When I was starting to read this post I was wondering what the pareto principle has to do with it. But I soon got it.

You are absolutely right. Telling a story is a very powerful way to engage with your prospects. Since email marketing is one of the most important tools in my marketing, I know how powerful story-telling can be. And it really can turn the pareto principle (a.k.a. the 80/20 rule) upside down.

When I am creating a follow-up campaign for my sales funnels I usually use what is called the Soap Opera Series. This concept basically helps weaving a story around a complete follow-up email series.

An email series like this basically is lake a soap opera in the way that it piques curiosity, opens storylines, and references previous or upcoming emails.

Rob Stenberg

I have read Mike and Ben's book, "What Great Salespeople Do" and highly recommend it! What a great book. Being a sales professional, my definition of sales is "positively influence someone to do something that will be of benefit to them." Story telling fits the communication method to best influence people in a positive manner. Great stuff!

john Geraci

My name is John geraci. I have been in Enterprise sales since 1982 from sales, sales management, reg mgt to the President of 3 companies. I also was a Partner at The Complex Sale and have trained some 3000 sales teams.

We always taught that Bonding was key. The best salespeople could do it, but we never really knew or discussed how. We taught that customers had to come to their own conclusions, but used all kinds of Control tactics to manipulate them. I had a conflict about this disconnect simmering somewhere under the surface and so was open to what Mike and Ben were saying when I found them on the web.

I have now attended two workshops. This stuff is really different and having a profound affect on both what I thought I knew about selling and how I act in my personal life. I believe that Story is the WAY and am actively introducing it into TraderTools. I encourage you to take a leap of faith and learn to tell your Story.

Byron Druss

Always admired your work to understand the buying/selling process. Inherently, its always been about sincerity in the prospect's situation, your ability to help them & building their vision. It seems story telling is a better way of accomplishing some of the same principles and needs in a cycle, so, wouldn't say you threw it all away & started over. Just a better way to communicate to accomplish what you've always told us we need to do to help them succeed. Thanks Mike.

Jackie B

Great revelation! I sell medical devices and as a non-clinical person it can be tough to put yourself in their shoes.

I always ask if they've used our device and why. I listen to them... and I repeat (without names or facility names) the stories they tell me of why they used it and the difference it made to patient care. As one of the top reps in the country for this product in new accounts, using the storytelling method, I quickly get past the "non-clinician" idea and take them to where they've had issues or would have used our device. It's mind blowing when you do it!

Thank you, I can't wait to hear more about your research.

Brett Clay

Great article, Mike and Gerhard! I'm getting great comments from my Twitter followers.

One of the most important requirements for leading change is to paint a clear vision of a better state.

For example, “The Formula for Change,” developed by Richard Beckhard and David Gleicher says that people will change when they are 1) dissatisfied with the current situation, 2) have a clear vision of the positive outcome a change will bring and 3) clearly understand the first steps toward making the change.

Storytelling is critical and fundamental to creating vision and emotion for those three items.

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