It is imperative that you tell stories best described as case histories or stories that your customers have told you about their experiences. This is a very powerful form of persuasive communication, because the stories will connect with your buyer's emotions.  Why is that important? Research carried out by the Harvard Business School has shown that 84 per cent of all buying decisions are based on emotion and not logic. The buyer makes a decision based on emotion and then justifies that decision on logical grounds. You must be aware of these two factors in the decision, because they are usually present and usually powerful. It is said that people will always find the money for the things that they really want but don’t necessarily need, while at the same time they may need a product or service but not necessarily want it. You know where the money will go!