The corporate world loves buzzwords and slide decks. Words like “synergy” and “alignment” fly around in meetings as if they have some magical power to motivate people. But if you want to inspire people to drive real change, there’s a secret weapon that works every time: storytelling. Yes, good old-fashioned storytelling — the kind that gets people talking, connects teams and, believe it or not, fosters a little healthy competition.

Have you ever walked into a store, told the salesperson what your requirements were, and they pointed you in the direction of the solution that answered your needs? Congratulations! You’ve just been “solution-sold.” Solution selling gained traction in the 1980s and has been popular ever since. Though the Harvard Business Review prematurely declared it dead a decade ago, today’s top sellers have found new ways to leverage solution selling that speak directly to the attitudes and needs of modern buyers.

These days, top salespeople know to speak the language of their clients. If your client is a straight-shooting, direct communicator (think New York stereotype), you can be equally direct with them. If your client is reserved (think Midwest farmer’s daughter), direct communication can be intimidating. While it can be tough enough speaking with one buyer and understanding their style, today’s challenges and uncertainty make buyers extra cautious.