This is spot on Andy. Sales is story telling, you take your prospects on a journey of discovery. Humans relate to stories and particularly to stories where the hero is similar to them. All good salespeople have a bank of stories to pull out in different situations.
Through stories you help them to uncover an existing pain or create the fear of a future pain by challenging them, then you show them what could happen to them if this pain is not relieved, then you offer a pain reliever to make it all better.
Stories to create emotion and to help people relate are absolutely fundamental in sales. The more you can relate the hero of the story to the prospect the more powerful the story becomes.