Even seasoned B2B sales professionals can be swayed by a compelling story. In research involving over 600 salespeople, those who heard a personal anecdote during negotiation were 17% more willing to concede and showed 10% higher trust in the buyer—even when the buyer was dishonest. This effect, known as narrative transportation, happens when people become so engaged in a story that skepticism fades. With AI increasingly negotiating on behalf of humans, this vulnerability is compounded. In another study, most participants did not realize their counterpart was a bot, highlighting the risk of deception. To counter this, managers should avoid making decisions immediately after hearing stories, designate team members to verify facts during negotiations, and confirm whether they’re dealing with a human, especially for high-stakes deals. As AI’s presence grows, understanding when and how stories influence judgment is crucial.
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