Storytelling is about telling a moving story about the company, whether it is its vision or its creation. The idea is to move customers' emotions. This generates closeness and trust.
One way to choose the story to be told is to hold a weekly or monthly meeting in which the salespeople who want to participate act out a story in front of the others. The story that generates the most emotion should be chosen. A great tool for communicating with customers and telling good stories is Callbell.