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LESSON AND ACTION (TRANSITION OUT)
THE STORY IS technically over at this point, but your work as a storyteller isn’t. Now it’s time to “get out” of the story and make use of it—to make meaning with it and drive action. The three most productive things you can do immediately following the story are: (1) explain the lesson, (2) recommend action, or (3) just listen. And you might do all of them. Let’s talk about each one.
EXPLAIN THE LESSON
For most things of value, there is a price to be paid. Storytelling is of great value in sales for all the reasons discussed in Chapter 2. But here’s the price to be paid for it: There’s a risk that the audience ...
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