Facts and stories play a vital role in successful sales operations. While facts build trust and demonstrate value, stories engage and connect with people on an emotional level. The problem is that businesses tend to use either sales or facts to convert customers or clients to purchase. Sales expert Sue Barrett, CEO of Barrett Consulting Group, insists a good story has the power to inspire action and create a sense of connection between the storyteller and the audience. Salespeople should embrace authenticity and share their own vulnerabilities and challenges to foster trust and build deeper relationships.

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