You rely on the school bus to get your child to and from school safely every single day. You expect the bus to be outfitted with the best, most reliable parts and fuel. So how would you feel if your child was unexpectedly late coming home? And more—you found out the bus broke down because it was using cheap engine oil that causes higher ash buildup over the premium option. Your child's well-being is worth more than the cost-savings of discount oil, and you’ll be hard-pressed to find anyone that disagrees. Which is the story that Christine Cox, North America Sales Methodology Specialist at Chevron, used to sell a heavy duty engine oil to a maintenance manager for a school bus company. Probably not where you thought that was going, was it? In this episode of the Winning The Challenger Sale podcast, Andee talks to Christine about using stories like this one to humanize the sale and as part of the Commercial Teaching choreography, which will help you better connect with buyers and set yourself apart from competitive solutions in your industry. Listen to the full episode for: Putting the buyer as a human at the center of your sales conversationsTaking relationship selling to the next level with Commercial Insight and TeachingDesigning your pitch deck as an accessory to lead to your solution, not with your solution