From Robert Middleton of Action Plan Marketing:
“How do you accomplish those results?” And here’s where most make the mistake of explaining the “process” of how you do what you do. Don’t do that!!! Instead, you want to tell a story. “A client I worked with recently kept getting bogged down on projects and his job was on the line. We worked together and he became the most productive person in his department. Ultimately he got a big promotion and a raise.”
I like his advice to stick to storytelling and focusing on outcome rather than process. This reminds me of one of my favorite recent quotes, “Don’t focus on selling—instead make it easier to buy.”
Via Robinmsf
