
HBR – Sales success hinges on compelling storytelling that connects emotionally with customers and addresses their needs. Instead of focusing on product features, sales professionals should listen to clients, identify their obstacles, and craft narratives that highlight how their products solve these issues. Effective storytelling in sales creates emotional connections and demonstrates value from the customer’s perspective, as illustrated by a beverage company’s shift from technical details to consumer health benefits, leading to increased sales and retailer commitment.
By Gina Fong and Esther Choy