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• Learn from Hollywood. Give your stories interesting characters and dialogue, plus a dramatic lesson that your prospects can relate to. Don’t say, “Certain companies have used our software.” Don’t even say, “IBM has used our software.” Instead, say, “Joe Smith at IBM said to me, ‘If we don’t increase sales turnover by 20 percent, we won’t make our projections.’ We guaranteed them they could if they used our software. Six months later, Joe called and said, ‘You guys saved us.’”
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