This book is not a general theory but rather a practical guide to how to approach story telling. This is a great read. It provides a compelling case for the use of story telling as part of the process of a successful sales process. Mike has not only set out a convincing thesis about the use of human experience - as related through stories as the basis to inspire confidence in the prospective buyer about the saleman’s ability to understand and relate to prospective clients- but he has illustrated his argument with specific examples of how he has employed this method in his own enormously successful career. He takes the reader through the 3 stage process and the provides living examples to illustrate the value of the technique and teaches the reader how to develop their own set of stories.

Ross Rolfe, CEO Infigen Energy, 5, Stars Amazon US