Jul 13 2022 53 mins 1
In this special episode Paul talks to executive sales coach Iain McMichael about chapter 2 of Paul's book, Rule the World. We talk about the importance of understanding your customers wants and needs, and how, by playing them off against each other you can build real conflict in your storytelling to generate a sale.
To get in touch with Iain, find him on LinkedIn - https://www.linkedin.com/in/iaingm/
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To buy the book, Rule the World: Master the Power of Storytelling to Inspire, Influence and Succeed, click http://a-fwd.com/asin=1913170942
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