This is how I think about selling. When we make an Offer to a prospect, their decision will be the result of two stories. The first is the story they tell themselves about life if they take up our offer. Is it something they want? Does the benefit exceed the cost?
The second story is the one they tell about us… about our credibility, and our ability to deliver on the promise we are making.
The first story is traditional sales, the second is the story you are building every day. Starting right now. (And yes, this glossary is part of the story I’m telling.)