What Great Salespeople Do by Michael Bosworth Summary

What Great Salespeople Do by Michael Bosworth and Ben Zoldan teaches sales professionals to prioritize emotional storytelling over logical persuasion. The book argues that breakthrough sales come from forging authentic connections, using neuroscience-backed frameworks to craft narratives that align with buyers’ values and challenges. It shifts focus from traditional "problem-solving" tactics to vulnerability-driven engagement.

Salespeople, managers, and entrepreneurs seeking to influence decisions through empathy will benefit most. The book is particularly valuable for those tired of transactional interactions and aiming to build trust-driven relationships. Leaders in consultative or complex sales environments will find its storytelling methods transformative.

Yes—endorsed by executives at Oracle and Selling Power, the book provides actionable strategies to humanize sales. Its blend of psychology, case studies, and the “STORY” framework (Setting, Complication, Turning Point, Resolution) offers a fresh alternative to outdated techniques.

Key ideas include:

• Emotional connection: Decisions stem from right-brain engagement, not logic alone.
• Vulnerability: Sharing flaws builds credibility and disrupts buyer skepticism.
• Narrative structure: The STORY framework guides prospects from pain to resolution.

Stories bypass logical resistance by activating emotional brain regions. For example, Apple’s “Think Different” campaign tripled stock prices by linking products to aspirational narratives—not specs. The book teaches salespeople to craft similar purpose-driven stories that align with buyer identity.

The authors merge Bosworth’s CustomerCentric Selling with narrative psychology:

1. Diagnostic storytelling: Use stories to surface unspoken needs.
2. Co-creation: Invite buyers to shape solutions within your narrative.
3. Emotional ROI: Quantify how stories reduce perceived risk.

Yes—it critiques overreliance on diagnostic questions and ROI studies, which often trigger skepticism. Instead, it advocates for “story listening” to uncover emotional drivers, then aligning solutions through collaborative storytelling.

Admitting limitations (e.g., “Our solution isn’t perfect for everyone”) disarms buyers by contrasting with typical sales bravado. This authenticity fosters psychological safety, making prospects 34% more likely to share true objections.

• Apple: “Think Different” campaign’s emotional appeal.
• Oracle: Using customer success stories to reframe technical discussions.
• Dialexis: A sales team tripling close rates by sharing “failure stories” early in pitches.

Unlike SPIN Selling (question-based) or Challenger Sale (teaching-focused), this book prioritizes emotional narrative. It complements To Sell Is Human by adding neurological frameworks for story crafting.

Yes—it trains sellers to preempt objections by embedding counterpoints into stories. For example, a tale about a client who initially doubted ROI, then achieved 200% returns, addresses cost concerns implicitly.

Some argue it underemphasizes data-backed negotiation—though the authors counter that stories make metrics more relatable. Others note its methods require more practice than scripted tactics.