Storytelling: Use it to Control Your Buyer’s Mind?

Storytelling in sales and marketing has long been touted as effective, and we now have the science to prove why. 

According to a new study, when presented with a story, the storyteller and listeners brains actually synchronize – termed brain coupling.

Brand new research from Drexel University, using new tools to more easily and accurately measure real time brain activity between different subjects, found that a listener’s brain activity (in brain areas associated with speech comprehension) mirrors the speaker’s brain when he or she is telling a story, with about a five-second delay.

The mirrored areas of the brain are responsible for discerning beliefs, desires, and goals of others. In fact, the study measured better comprehension when storytelling was leveraged as compared to other communication methods.

Used in a selling situation, the coupling effects of storytelling are incredibly effective at sympathetic alignment of beliefs, desires, goals and understanding. Your storytelling and br…

Top 12 Sales Enablement Movers and Shakers

The Miller Heiman Group  just published their list of the 'Top 12 Sales Enablement Movers and Shakers', folks that you should read, listen to and follow on social media and online.

Was honored to be listed amongst some great analysts, authors and experts including Tamara Shenk, Peter Ostrow, and Brian Lambert.

Check out the list and connect with these thought leaders at:

Business Value Summit Interview – Getting The Most from your Business Value Program

A great group of product marketers, value consultants and ROI practitioners gathered in Santa Clara last week for the first ever Business Value Summit – West.

I had the opportunity to lead a Thought Leaders panel from the best business value solution providers, including our own, Mark Schlueter, who shared his great experience from decades of enterprise selling and team leadership at HPE, and business value tool development Microsoft, Intel, Dell and many other B2B firms.
Here’s some of our conversation:
Tell me a little about one of your favorite Business Value campaigns / programs you’ve developed and rolled out recently? Recently I had the chance to work with Microsoft on a business value campaign and ROI tool for Window 10 Software Assurance and Enterprise.
The situation facing Microsoft was, that after a very successful Window 7, adoption and sales of Windows 8 and 8.1 were low and considered less than successful for the enterprise market. So, with the launch of Windows 10, Micro…

Are you Ready to Sell to the Business vs. just to IT?

As the Cloud and SaaS make technology more accessible to the business, purchased like a utility instead of a capital intensive project, IT is being left out of the decision, or involved just to assure security, compliance and governance.
According to the latest research from IDC, 58% of technology purchases are now driven by the business, versus only 42% controlled by IT.
In the past, IT professionals would generate all the innovative tech ideas, investigate options, and play the decisive role in solution selection. Now, the ability to understand and procure complex technology is pervasive, and as a result, it’s the business leaders who now control most of these steps in the decision process.
This shift in control presents as significant challenge for solution providers, as what used to work, doesn’t resonate any more.
Unfortunately, the majority of marketing content still speaks to technical buyers rather than business leaders, focusing too much on the “how” versus the “why”. Busines…