The purpose of B2B lead generation isn’t to get people to buy your product or service. Think about it — this is where a lot of B2B lead generation campaigns go wrong. If you have a product or service that...

Features and functionality have a key role in your core story, but you have to position them to realize their selling power. And there’s a cautionary piece when talking about them that can jeopardize your sales process. The danger is...

Difference empowers your core story because it makes it uniquely yours. It ties the things you do directly to the benefit your customer purchases. It starts the process of creating an orange to compare to the apples your competitors offer....

Topic: Connecting with Reluctant Listeners Format: MP3 Time: 04:33 For a person to give you time or money, they have to perceive a return that’s greater than what they give. For a person to do it twice, they have to...

A commonly cited problem with cold calling is it’s an unwelcome interruption and merely a shot in the dark. Both ills result in a colossal waste of time — the first risks damage to your reputation and the second is...

Reason to believe is a huge part of a compelling core story, it’s the reason a prospect feels secure becoming a customer. Reason to believe is a form of proof the benefit you offer is real and the price is...

Advantages are often confused with benefits in marketing and sales communication — mucking-up a core story. As salespeople, we too often tout advantages as the reason to buy from us — a big mistake. Advantages are the things you can...

Leaving the post office not long ago, I picked-up a flyer from a local business — a party and event company that supplies everything for a celebration including balloons, tents, lighting, and catering services. How do I know this? It...

The image above is a pic I took of my whiteboard yesterday following a conversation with a colleague — we were discussing core stories and their affect on marketing and sales efforts. The board holds the notes I wrote while...