Summary

Stories build value. The best ones make it easier for buyers to remember you, your ideas, and your product or service. They’re more fun for you to tell—and for your customers to hear. Stories transform your communications in a way that resonates on the page, in a call, or across a boardroom table.

This workshop won’t replace the selling process you currently use, but what it will do is enhance your process by improving your ability to connect, persuade, and close. You’ll learn what sales stories are, why you should tell them, and how and when to deploy them for the best results. Through interactive exercises and a variety of successful real-world examples, you’ll learn tips and tactics to use right away.

Some salespeople are natural storytellers, but they don’t always get the most out of the stories they’re already telling. Whether you’re confident in your storytelling ability—or just want the tools to build your confidence—this workshop will improve your communication and persuasion skills and build stronger relationships.

Learning Outcomes

• Using stories to understand and align with your customer’s needs

• Setting yourself apart by engaging more deeply, converting more consistently, and leaving a more lasting impression

• Transforming your pitch beyond features and benefits

• Mastering the key stories that salespeople need at every stage of the sales process, from introductions and building rapport, explaining yourself and your company, delivering your sales pitch, handling objections, closing, managing long-term relationships, and fostering loyalty

• Identifying the elements of an effective sales story, crafting a compelling sales story using a structured approach, and delivering a sales story with impact

• Finding stories that highlight the unique value of your product or service

• Strategies for connecting with diverse audiences through tailored storytelling approaches

• Selecting impactful details that reinforce your message without overwhelming your audience

• The nuances of verbal versus written stories in sales contexts

• Ethical considerations in maintaining authenticity and integrity

• Structuring your story for maximum impact, from engaging openings to satisfying conclusions

• Understanding how stories can drive action and change perceptions

• Techniques for revising and adapting your story based on audience engagement and feedback

• Overcoming common storytelling challenges about how and when to use stories (and when not to use them)