1、science-backed strategies to win your most critical sales conversationswin n in g t h eCREATEVALUEINITIATE VALUEELEVATEVALUEEXPANDVALUECAPTUREVALUEive value conversationst h e b e s tstorywinsa lway sYou know who Malcolm Gladwell is,but have you ever heard of Morton Grodzins?If not,youre not alone.A

2、nd thats the point of this story.In 1957,Grodzins,a political science professor at the University of Chicago,wrote an article for the Scientific American that explored how large metropolitan areas tended to self-segregate based on race.Grodzins wanted to determine the point at which neighborhoods ra

3、cial/ethnic compositions began to change.He hypothesized that whites exodus to the suburbs occurred when the number of non-white families moving into certain neighborhoods hit a critical masswhat he called a Tipping Point.Sound familiar?Thats because Malcolm Gladwell wrote a highly successful book b

4、ased on the same premise!Morton Grodzins did the research,published the findings,and coined the phrase Tipping Point 40 years before Malcolm Gladwells book.But Gladwell made millions of dollars,wrote five more books,and now commands six figures for a one-hour speechall on the back of a 40-year-old,u

5、noriginal idea.Poor Grodzins toiled and died in academic obscurity.Gladwells career exploded.What made the difference?People remember Gladwell and not Grodzins because Gladwell told a better story.He took a compelling core idea and developed it into a broader narrative that was more engaging,more co

6、nsumable,and more relevant to the buying public.Despite Grodzins 40-year head start,almost no one knows him as the father of the Tipping Point.Heres the lesson for sellers:The best story always wins.Having the best solution doesnt guarantee that people will buy it.The better story,told best,will win