RAB Insights

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% of people remembered the facts of a story while only about 5% 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: Doug Dvorak, Sales Coach