How to Use Your Personal Story to Connect Emotionally with Buyers

Sales is a transfer
of thoughts, ideas and emotions.  And one
of the best ways to connect emotionally with buyers is with stories. Research even
shows that when listening to a story, changes take place in our brains. We
actually connect emotionally with the storyteller. 
Of the 5 types of stories I suggest salespeople have at the ready, a Personal Story has the greatest potential to make an emotional connection.  Why?  Because the storyteller is obviously more connected to their story which increases its emotional impact.  And also because personal stories are unique, authentic and therefore more memorable.
Despite this, many salespeople resist using personal stories for one of three reasons:
1. They believe buyers
don’t want to hear a personal story/feel it’s inappropriate
2. They don’t think
they have an interesting or relevant story
3. They don’t know
how to adapt their personal story to use in a business setting
Here’s my rebuttal
to #1:  Buyers are just people –