We tend to think about sales as a competition.

Either you're going to win or the other side.

It's about winning the pitch, making the sale, and getting the deal.

And when we do get it, the deal is the end of the story, isn't it?

And what a happy end for that matter, right?

But what if you considered it to be rather the beginning of the story?

The inciting incident of a story about a long lasting relationship with a customer?

Would that change the way that you approach your pitch?

Or you're ad.

Or the conversation?

For many of my clients, it does.

Fundamentally.

Instead of using up trust to make a deal, they shift to building

trust to enter into a relationship.

It immediately rules out hyperbole and favors the truth.

Telling a true story about the things that you care about is what builds trust.

Investing the empathy to relate it to what matters to our audience

is what creates resonance.

And resonance has no end.

There is no winning.

The whole point is to keep resonating.