“Storytelling speaks to the part of the brain where decisions are actually made. Much of the cognitive science in the past two decades tells us that human beings often make subconscious, emotional, and sometimes irrational decisions in one place in the brain, and then justify those decisions rationally and logically in another place. So if you’re trying to influence buyers’ decisions, using facts and rational arguments alone isn’t enough. You need to influence them emotionally, and stories are your best vehicle to do that” (page 17).
“A key reason I’m against using price as a prospecting tool is because once you start using it, you and your customers will become addicted to it. The level of profit you lose will be huge, both in the short term and the long term. Sadly, you will become slightly blind to this, because focusing on low price will be your go-to method.
“To help keep your focus on the needs of the prospect, make sure you’re asking them questions that get them to expand upon their problem. Remember, your objective is to either help them overcome a problem or allow them to achieve a gain. That’s it. Don’t overcomplicate things. Keep your focus on the the customer’s wants and needs and you’ll avoid having to go down the price trap road” (pages 71-72).
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