There’s a fine line between being a "sales performer" (clown) and an effective sales communicator (seasoned pro). While there are times every seller needs to put on the tap shoes and do a little dance, you should be more consumed with mastering the communication skills effective in today’s frenetic market.

The answer?

Storytelling. It’s the difference between settling as a relationship seller versus consistently hitting the high notes as a trusted advisor.

Appreciate that good storytelling includes telling personal and business stories.

Every Monday, be prepared to share a 2-minute anecdote about the crazy, verbal brawl among fathers that erupted at your 11-year-old’s weekend soccer game. On Tuesday, tell a little tale about how a customer used your platform/service in ways that illuminate your value prop.

Your clients won’t admit it, but a big portion of their buying decision is based on trust, and a big part of you earning theirs is showing your humanity. But they need the goods too…they need to understand how your value works for them.

You won’t get good talking in stories unless you start and commit to it frequently. There’s a story you can use for everything you communicate to your customers…force yourself to make it habitual.