"Nobody has time to try anything anymore. Everyone wants to know before they buy something that it will succeed. And they need to have a high degree of confidence before they touch a product or service that it's going to meet their needs, and the customer story helps establish that."
~Rafael Zimberoff, CEO, Z-Firm, LLC

In order to make a sale or gain support, you have to connect with people on an individual level. They have to like and trust you before selecting you. If they don't know your organization, or don't have a personal referral from someone they know, they need evidence that you're credible and can accomplish what you say you can.

By the time prospects get to the sales process, they have seen your marketing materials and perhaps talked with a salesperson—two very biased sources of information. Client stories provide that third-party credibility so essential to removing risk in prospects' minds.

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