Lydia Inboden, a Sales Executive then at Ingo Money, took to storytelling immediately. It may be her gregarious character that made for a natural fit. As her profile reveals, she also understands storytelling as a useful tool to build trust in the sales process. Trust builds when we genuinely connect around experiences of pain-points or challenges for which the products or services we are selling provide solutions. As she relates, once that trust is established, the sales cycle can move along at a swifter pace.