People buy from people. Specifically, they buy from people they like and trust. This is especially true of large, complex sales. The buyer wants to understand the seller’s motives, to know if they’re there to help the buyer or just for the money. They want evidence that the seller cares that they can be trusted. The strongest indication of this comes from what the seller does – their actions. But the next-best way of getting this evidence is to hear the seller’s stories.
Buying is, after all, emotional. We all like to think that decision-making is a rational process, but research shows that we can’t make a decision without emotion.
Also remember that it’s one thing to assert that your product or service is successful, but buyers really only believe it when they see it happening. Success stories that are specific, visual and memorable not only influence whoever you are speaking to, but provide the information in a format a person can easily repeat to whoever else needs to be influenced inside the organization.