A simple but powerful structure for any sales story is the 4-step approach consisting of context, challenge, response, and result To have your story land, pick a character, challenge, or emotion that your listeners can relate to Practice the 4-step story structure until it becomes second nature before you work with other story structures

That’s like the easiest way for somebody to remember something and it’s a great way for somebody to kind of have their mind open to what you have to say and to remember your message. It’s a good way to prove your case, especially if you’re new at what you’re doing and you want to give yourself some credibility, tell a story.