by Bob Goodyear

Over the last few months I have been working with different sales professionals. The goal has been to help them to become better presenters. One of the areas that we talk about is the importance of stories in a sales presentation. I give them a simple formula for creating stories and I will share that with you today. All you need to remember are 5 C’s.

Characters
Context
Conflict
Cure
Carryout

Characters:
First, describe the main characters in your story. What are their names? What role do they have in your story? …