The other day I heard an attorney who specializes in estate planning talk about truthfulness in relationships. Thirty minutes of enticing information on how to successfully walk through splitting an estate without the usual pointing of fingers. I was riveted by every word. When he finished, we sat stunned, thinking about his call to action, write a letter to each of your children, and leave it with your will. And, make sure you tell them not to fight over things and money.

That kind of engaging conversation entices people to want more information. They remember what was said and likelihood is great conversations will continue into a signed contract. Most businesses have lots of competition, price and product becomes an issue unless there is an emotional connection that takes their product out of the commodity realm. And adding to economic downturn today’s customer sways influence over purchase decisions through social media.