The black art of sales has always been about connecting with people and conveying a message that will influence behaviour. Working out what separates the A-Grade sales person from the C-D Grade sales person has always been a mystery but intuitively the hidden (or overlooked) ingredient has everything to do with the sales persons ability to connect with another human, and then (connection made) being able to paint a picture that is both compelling and memorable. Mike Adams hits the nail on the head when he states that effective story-telling is the most important ingredient that creates A-Grade sales results. At a time when sales under-performance is rife, and when buyers now demand more from each and every engagement with a sales person, story-telling is now arguably the most important skill in a world where buyers are proactively blocking blanket corporate messaging. As Mike says, stories engage the emotions, and being able to impart the right story at the right time in the buying journey is now a big differentiator for sales people. Mikes book is not only right place, right time with the right message, but its undeniably accurate and supported by the science that Mike articulates so beautifully. Mike’s 7 Stories Framework is not only elegant but its simple enough for every sales person to embrace, and when they do, they will take their sales results to a whole new level. For sales people, the winners and losers of the future will be determined by their ability to use stories. This book is a must read for EVERY sales person in 2018 and beyond.

Graham Hawkins, Founder and CEO SalesTribe