As a consumer, you’re probably tired of all the sales pitches and ads flying at you each day. Your customers are, too. What businesses don’t give enough of is authenticity, so when you know how to put your heart and soul into your sales, you have the potential to sell anything.

According to Hailey Yatros — author, keynote speaker and owner of Conscious Coaching — the companies that excel are out to make a difference. Going back to why you started and connecting with people on an emotional level are the strategies that really sell.