|Use stories and experiences to illustrate your product features and advantages. Customers are more likely to remember the stories and possibly share them with friends when they are talking about your service or product.|
Customer success stories also express your company’s values and culture. Selling is more effective when you share the same values and beliefs as your customers, so let them know your mission and goals.
For more on this subject, check out the book Stop Selling and Start Leading by Kouzes, Posner, and Calvert