Category Archives: Storytelling

How to Use Your Personal Story to Connect Emotionally with Buyers

Sales is a transfer of thoughts, ideas and emotions.  And one of the best ways to connect emotionally with buyers is with stories. Research even shows that when listening to a story, changes take place in our brains. We actually connect emotionally with the storyteller.  Of the 5 types of stories I suggest salespeople have at the ready, a Personal Story has the greatest potential to make an emotional connection.  Why?  Because the storyteller is obviously more connected to their story which increases its emotional impact.  And also because personal stories are unique, authentic and therefore more memorable. Despite this, many salespeople resist using personal stories for one of three reasons: 1. They believe buyers don’t want to hear a personal story/feel it’s inappropriate 2. They don’t think they have an interesting or relevant story 3. They don’t know how to adapt their personal story to use in a business Read More

5 Stories Every Salesperson Should be Prepared to Tell

Stories are a powerful selling tool, but rarely is one story right for every situation or customer.  To be successful in a dynamic marketplace, there are 5 types of stories every salesperson should be prepared to tell in a pitch or presentation.  Here is a brief description, example and tips on where and when to use each type of story: 1.  Your Organization Story This is your company’s unique origin story, shedding light on the problem you solve and why. A compelling, succinct founding story can humanize your company and offer a fresh perspective into your values and purpose. Tips:  Keep it under a minute.  Company stories are inherently less engaging than other types of stories so keep it tight by picking one story line and highlighting a few key details. Don’t lead with your organization story.  Your opening should be focused on your customer (like the other 4 types Read More

5 ways to make a BIGGER IMPACT with customer success stories in your presentation

customer success stories

Customer success stories or testimonials can be one of your strongest selling tools. The right success story delivered at the right time can be more persuasive to a prospect than anything you, the salesperson, has to say.   A customer who has experienced a similar situation, challenge, or goal has much more credibility with a prospect, especially initially.   But too many customer success stories fall on deaf ears (or no ears!) simply because little thought or planning was put in to how and when to deliver them most effectively. Here are 5 ways to make a Bigger Impact with Customer Success Stories: Lead with your story The first minute of your presentation is prime real estate. Prospects are most attentive in the beginning and they’re forming opinions.  Yet most presenters squander this valuable real estate by talking about themselves or their company. Success stories and testimonials get buried either somewhere in Read More

5 Outside the Box Presentation Openings that Stand Out with Busy Buyers

Outside the box presentations

Like the first scene of a movie, the opening of your presentation should grab your audience’s attention, set the stage – and let them know they are in the right theater! Unfortunately the typical sales presentation opens with a boring company overview that does nothing to distinguish you in a competitive marketplace. Outside the Box presentation openings take into account what’s of most interest to your prospect.  And it’s very rarely how long you’ve been in business or how many markets you’re in!  It’s likely something much more personal and close to home, like “What do I need to do to drive customers in my door? How am I going to compete with the new guy on the block? Here are 5 Outside the Box presentation openings: Customer success story. Whose experience is more meaningful to a prospect?  Yours or that of a peer in their industry facing a similar Read More

Using the One-Two Punch of Logic and Emotion in Your Presentation


Think back to purchasing your last car.  Did you buy it because it checked off a list of features?  Or did it just “feel” right?  You’ve probably heard the statement: Buyers buy on emotion and justify with logic.  Yet too many sales presentations speak to business buyers as if they were only using their heads to make decisions, and not their hearts.  Logic is rarely enough in sales.  Simply ask any salesperson who’s ever lost a deal to a competitor with an inferior solution! Failure to engage the emotional brain in your sales presentations today is a costly oversight.  Studies show that the most persuasive cases require a one-two-punch of logic and emotion.  Sure, it’s necessary to logically present and support the facts, but a long, logic-laden presentation can leave your prospect feeling beat up and ready to throw in the towel. Engaging emotion in your sales presentation not only Read More

3 Powerful Ways to Sell Against the Status Quo in your Presentation

challenge the status quo

Your presentation goes well, your business audience is receptive and impressed with your capabilities, and then . . . nothing.  The deal stalls. Surprise! You lost out to your biggest competitor, the Status Quo. As organizations become more risk adverse, solutions more complex and decisions impact a variety of areas, not taking action or staying with the status quo, i.e., “the way things are now,” – no matter how flawed that may be – is a choice more and more prospects are making. Salespeople who don’t recognize the powerful draw of “doing nothing” and develop a plan for how to sell against the status quo  in their presentation or demo are often caught off guard and fail miserably against this formidable foe. Change is difficult for many people.  In fact, there are 205,000 books on change. Number one? Switch: How to Change Things When Change is Hard. (Chip and Dan Heath) Read More

7 Tips in 5 minutes: Leveraging the Power of Storytelling in Sales (Recorded)

How to tell a great sales story

Got 5 minutes?  Find out the 7 tips you need to know to tell a compelling, purposeful story in your sales call or presentation by listening to this quick MP3 recording: How to leverage the power of Storytelling in Sales – in 5 Minutes! Click on link below to listen to the recording: 5 minutes to Storytelling Sales Success Sales Want to read more about leveraging the power of storytelling in sales? Click here

5 Great Reasons to Tell a Story in Your Sales Presentation

Oscar for best screenplay

Spotlight, 2016’s  Oscar winner for Best Original Screenplay, proved yet again that a good story, well told can pay big dividends. Storytelling can pay big dividends in your sales presentations as well when you follow a few rules. The first rule is critical to the success of your story, and that is being crystal clear why you are telling a story. Why “the why” is key in your sales story Stories that are used solely as attention-grabbers and lead nowhere waste time and try the patience of busy prospects. While this may work in everyday conversation, a sales presentation is not an everyday conversation. It is a purposeful, heightened communication and every element, including a story, must be tied to the reason that you are there. Whether that’s to solve a business challenge, explore an opportunity or overcome obstacles to doing business. Should a story also grab attention and entertain?  Of Read More

7 Tips for Using Stories in Sales to Win Business

Forrest Gump and sales

Like a great movie, using stories in sales can make a strong impact on your business audience, differentiate you and your solution and inspire action in a way that delivering information alone simply can not.  On the flip side, a poorly crafted or executed story can cost you credibility, attention and ultimately the sale.  With so much at stake, it pays to learn a proven strategy and powerful tactics for using stories in sales from a $1.8 trillion dollar industry that has been engaging and influencing audience’s for centuries: the movies! A successful movie requires the combined efforts of thousands of people, but at it’s core it comes down to the screenwriter, the director, and the actors.   By applying a few tricks of the trade from these storytelling masters, you can bring your sales story to life for your business audiences in a memorable and compelling way that inspires action. Read More


Performance Sales and Training: Persuasive Presentation Skills to meet the challenges of today’s B2B Sales Environment