You'll learn what story to tell, how, when and why. I've heard so often how storytelling is part of the human condition, that the words had somewhat lost their meaning for me. However, having attended a talk by Mike and now read his book, I was surprised and delighted to see there is a whole lot more to the art of the story than I first thought. Mike applies his engineering mind to deconstruct each of the types of stories you can use in a sales situation. It's quite fascinating, as you first hear the story, and then see how it follows a particular framework. The book is an easy read and would be suitable for business owners, educators, really for leaders in any situation; not just for people in a formal sales role.

Anthony English 5, Stars Amazon US