A good friend of mine, Dave Persell, once told me that his secret to success was that he loved to tell stories.  Dave developed a unique business that was built around a very interesting story.

And as he grew the business,that story became one of the most valuable assets he owned.

I’ve applied his story telling technique to many sales presentations and found that it really is a successful technique in selling.

In Dave’s case, his story was so valuable that when he sold his business, the buyer refused to pay the extra Dave wanted to use Dave’s name, likeness and story.  Within a year the business was in serious trouble and eventually went under.

As I review that story, I firmly believe that “the story” was as valuable as the business itself.

What business stories do you have to share?