Michael Bosworth, a best-selling author and one of the leading authorities on the art of selling will speak about the "Power of Story" today at 3 p.m.

He will share a technique in which sales professionals develop an emotional connection with buyers. Bosworth graduated from Cal Poly Pomona in 1972 with a degree in marketing management.

His talk is in the Gregoire Family Auditorium (Building 162). The sold-out event is free, and advance registration is required. A stand-by line will open at 2:30 p.m.

Bosworth often gives presentations to professional associations and major corporations. He has been a featured lecturer at the Stanford Graduate School of Business, the Stanford Program on Market Strategy for Technology-Based Companies, the American Marketing Association Customer Message Management Forums, the Anderson School Of Management At UCLA, the Paul Merage School of Business at UC Irvine, the University of Connecticut, and Rollins College.

He is the author of "Solution Selling: Creating Buyers in Difficult Selling Markets" and "CustomerCentric Selling."