Story telling in business is nothing new. What’s hard about it is knowing which story to tell and how it should be told. The ability to articulate your story or that of your company is crucial to almost every phase of enterprise management and business.

Everyone loves a good story. If you want to succeed in sales, you must know that storytelling is a must-have sales skill. By understanding and implementing the art of storytelling, you can create that “Aha!” moment for your prospects. Getting to this moment of suspense that captivates your audience is important, the more clicks and likes you have, the higher the number of potential clients you will get.




Sales are not just about finding and winning opportunities, it is about driving change: helping buyers get from where they are now to a better place. It would be nice to be able to state to someone, “You’re here now, this is where you ought to be,” and have him or her see the light, but that is not how it happens.

You want to know why storytelling is an important skill, here are 3 great reasons:

  • People retain more information through stories
  • Story appeals to people both logically and emotionally: and this is true because purchases and business decisions, in general, are decisions made with both logic and emotions in play.
  • Stories can make clients visualize the product in the context of their operations.




Here are three guidelines for the writing the perfect sales story

  • A Compelling Opening: You can describe the world as it is in its current state, featuring the client as the hero who faces great challenges.
  • A Clear Build: The world as it could be, changed by the brand. You can also provide important facts and rising actions that describe how working with the brand conquers obstacles, reduces pain, and increases success, overall providing an expected solution.
  • A Powerful Close: This is the indirect asking; it can be a clear call to action, a signed contract, down payment, or the scheduling of a future meeting.

“Every good sales story today should cast the customer in the hero role. Customers do not want to be ‘sold’ to — they want to participate in how the plot/story unfolds.

Be careful not to get carried away. Do not overstate!  Remember that fiction is an amazing tool, to tell the truth.



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