Stories create a communication bridge to connect the left and right sides of the brain, by touching the rational elements of our customers (and team members), as well as their emotional aims and objectives. Storytelling in the corporate environment is generally used in marketing and product development. This technique can also be used in other areas to improve results. One of the best places to use storytelling is sales management. One of most powerful ways to engage a sales team and the customers is to use storytelling. Although it’s a natural competence for many salespeople, not all sales managers are able to tell effective stories to their sales team or customers.