The first step is to uncover the buyer’s anti stories. You will need to ask story-eliciting questions, which we explored before, such as, “When I share these examples, what examples pop into your mind, either good or bad”? Once the anti-stories are on the table, you can search your own repertoire of stories to find ones that help the buyer see things from a different perspective.
It is important not to argue against the buyer’s story. Rather, you need to show them a new, more-positive way of looking at things. We call this an influence story.