Sales Storytelling Tip #3 - How to Use Stories Throughout Your Selling Process

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Be the sales professional who uses stories throughout your sales process

Stories can motivate buyers in every step of your sales process.

The Challenge: Finding the Right Place to Insert a Story

You've been trained to deliver features and benefits. However, no buyer ever jumped up, cheered and grabbed your pen becauase you listed your product's features and benefits. 

I've been there. Let Me Show You the Way.

Early in my career, I presented features and benefits to a buyer who leaned back and closed his eyes. He wasn't praying. He was taking a nap until I finished my boring presentation. I stopped. In the silence, I asked, "You don't believe a thing I'm saying, do you?" He opened his eyes and said, "Not a word of it." I rolled up my sleeves, grabbed my notepad and started over. He told me his needs. I told him stories of how I would meet and exceed those needs.

My stories made it real for him. Over the next eighteen months, we did a million dollars of new business. 

how it works

When you offer compelling stories, they will affect the brains of your buyers throughout your selling process:

  • Prospecting: attract more buyers with stories of someone just like them, who tried your products and succeeded. Your stories will motivate buyers. You'll know your stories are working when they say, "Tell me more."
  • Need-finding: when your stories describe someone with needs similar to theirs, the buyer will feel empathy and opportunity. They will reveal what they need. You'll use those needs in the next step...
  • Presenting: your presentation will be focused on the things the buyer cares about most. They will experience three feelings during your story:
    • Agitation before the hero solves their problem
    • Empathy for the hero's plight, because it's just like theirs
    • Euphoria when the hero succeeds
  • Handling objections: an objection causes pain. Your story of the hero overcoming that pain will lead to a trial close. If your trial close is accepted, it's time to go straight to the close.
  • Closing: you'll tell a story that recaps everything the buyer has faced, that your story's hero has solved. Then you'll ask the buyer to commit. Since your stories have given them every reason to commit, the close is merely an incidental task to get the buyer what they want. 
  • Following up: you'll use your stories to gain referrals, to up-sell and to cross-sell. 

Stories will become a powerful value-added sales tool. Stories will become your secret weapon.


I have more training to help you sell more, at higher margins. Watch for it in your Inbox.

In case you can't wait...


Tip #1 - It's About Their Success


Tip #2 - The Structure of a Compelling Sales Story


Bonus Tip #4 - Your Next Step