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RAB Research Archive

Be a storyteller



Bestselling authors and brothers Chip and Dan Heath wrote a book, Made to Stick, about how to create lasting ideas in the minds of those you communicate with.

It was found through several studies that about 63 percent of people remembered the facts of a story while only about 5 percent remembered the same facts or information when it was provided as an unrelated piece of information.

Creating a memorable story about how a product or service was used in a way that is relative to your buyer is a critical factor in making a sale. Not only does this also bring you in as a problem-solver, but it provides a positive emotional and cognitive experience for the decision-maker, all which are essential in making a sale.

Source: Sales coach Doug Dvorak





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