What does communication mean to your  business?

• Announcing price increases?
• The launch of a new product?
• New team structure?
• Sales?

To the majority of businesses, one or more of these elements would be pole position in defining communication.

But we need to be more humanistic.

People want their emotions stirred. They want to be illuminated and taken on a journey.

When I worked in timeshare the sales guys used to work through a process called the discovery with their clients.

It basically meant getting all the info about their prospects’ lives and assembling a viable and attractive proposition tailored to their needs.

By being a great listener, top sales guys were able to craft a believable and tantalising sales pitch. Personalised. Real.

This empathy with your client is needed whatever the industry.

And you need to know enough about your product and your customer, so you can make the two meet in the middle with whatever sales proposition you care to spin.

So master the art of the storytell and you’ll discover a far more effective way of doing business.