Storytelling is data with soul

By , Guest Columnist Updated: October 02, 2018 4:29 PM CT | Published: October 02, 2018 4:26 PM CT
Lori Turner-Wilson
Guest Columnist

Lori Turner-Wilson

CEO & Founder of RedRover Sales & Marketing Strategy, Lori Turner-Wilson is an authority on all things marketing, an internationally award-winning author and a keynote speaker. Learn more at www.redrovercompany.com.

Sales professionals who understand they are in the emotional transportation business win the day. Harvard Professor Gerald Zaltman explains that 95 percent of purchasing decisions are subconscious and largely based on emotion versus logic. Once that emotional decision has been made, the brain seeks out logical input to support it.

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