Make your customer the hero

There’s a large body of research about the cognitive effects of stories for motivating behavior change. And in a selling context, stories are a powerful way to illustrate the value of your solution to your prospect.

Every story needs a hero -- someone you relate to as they overcome obstacles on their journey toward happily ever after. But who’s the hero of your story? If it’s your company or your solution, you need to rework your story and make the customer the hero.