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Try a little story telling to improve sales

chapter 1

Oleksandr Staroseltsev/Getty Images/iStockphoto

Marketing, we're repeatedly told, is story telling, but marketing consultant Drew McLellan says we're failing because our stories don't evoke an emotion, don't use data to lend credibility, take prospects on a journey as happens in so many great stories, and too often doesn't include a next step or call to action. Drew's Marketing Minute

Don't focus on closing the sale

The goal of a marketing interaction isn't to close the sale, says entrepreneur Seth Godin, any more than the goal of a first date is to get married. Instead, the idea is to gain the opportunity to move forward, to earn attention, trust, curiosity, and conversation. Seth's Blog

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Use shapes for your to-do list

Here's a system for organizing your meeting notes from Simon Fraser University's Craig Changfoot: An open square beside a note indicates a to-do after the meeting, while a triangle signals to watch out for information coming to you later.Organized Actions blog

You're most powerful before you accept a job

HR consultant Alison Green says it's a myth that you should take a lower salary entering a new job as long as you secure an agreement to review it in a few months. Your negotiating power is strongest before you have accepted a job.U.S. News Money blog

Send must-read items right to your device

If you encounter something long to read on the Web that you prefer to tackle on your Kindle, tech columnist Rick Broida says you can use a handy extension on Firefox or Chrome (and in the near future, Safari) to send it to the eReader. Settings with the extension determine which device it should go to and whether or not to bother archiving it in your Kindle library.

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About the Author
Management columnist

Harvey Schachter is a Kingston, Ont.-based writer specializing in management issues. He writes Monday Morning Manager and management book reviews for the print edition of Report on Business and an online column, Power Points. More


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