Using Stories to Sell: What Makes a Good Anecdote?

The following article is the second of two excerpted from Ford Harding's book Creating Rainmakers, which has recently been reissued by Wiley. In part one, Harding described the uses of anecdotes. Now, he will discuss what makes a good anecdote.

Anecdotes can be a very effective tool in overcoming common selling challenges. However, in order to use anecdotes to your advantage while selling professional services, you need to know what elements to include to ensure that your story is as effective as possible.