116 – The client hero story in your sales example

Mark is on leave this week, so Mike Adams, Head of Story-Powered Sales at Anecdote and author of Seven Stories Every Salesperson Must Tell, joins Shawn as co-host.  Shawn and Mike discuss the effectiveness (or rather, the ineffectiveness) of case studies. They propose the use of success stories as an alternative. Instead of showcasing the seller, success stories showcase the client and the buyer’s success so that prospects can envisage the same success for themselves. Mike shares an example of a success story, a story within a story, and details the success story structure. To watch a video of Mike telling this story, visit: https://buff.ly/3wScvRu To access our eBook, The Ultimate Guide to Anecdote Circles, visit: https://buff.ly/3kB3qtW