Mike Bosworth, one of the world’s most renowned sales experts, believes in the power of storytelling in the sales process. When he first became a sales trainer at Xerox in 1976, the company executives told him that while they could teach salespeople how to be competent, they couldn’t teach them how to connect to people. Eventually, Mike formulated the answer to this connection: storytelling. Listen in as host John Golden sits down with Mike Bosworth to discuss the importance of storytelling in sales and why you must integrate it with your sales strategy in order to successfully connect with a prospect.
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