Selling is about being persuasive. How can you be persuasive and make the sale? Through storytelling. Storytelling allows you to build trust with your customer, engage them to share their own story with you, and develop an emotional connection. Not everyone is a great storyteller, but they can be. Michael Bosworth and Ben Zoldan, co-authors of What Great Salespeople Do, say that the key behind storytelling is vulnerability. Only this can make the story genuine. Michael Bosworth and Ben Zoldan created a training program, Story Leaders, to teach the science of selling through emotional connection.