While consumers often try a brand because of its perceived benefits, they continue to buy when they become emotionally connected to the brand’s story. When carefully crafted and skillfully communicated, stories can influence and inspire in ways simple facts and raw data simply cannot. Importantly, storytelling is equally powerful in the world of business and brands. Research has proven that consumers are considerably more willing to purchase brands that have a compelling story they can relate to than from brands that do not.

Sales are central to any business, but they don’t exist in a vacuum. They have to adhere to the company’s goals, offerings, and general business philosophy. A company also has to pay close attention to how it can facilitate sales and how it can make the salesperson’s job easier.