Using Storytelling To Accelerate Sales

For sales teams, the infographic shown below reinforces the importance of storytelling in the sales process. Storytelling is an impactful tool that enables a sales person to paint a vivid picture in the mind of a prospect to stimulate thought, reinforce credibil
ity, and accelerate the sales process.
Brain - storytelling
Storytelling is valuable at every stage of the sales process from early rapport building through closing the sale. Here are just three examples of where storytelling can be effective in your team’s sales process:

Getting in the Door – Sales teams can effectively use the names of highly recognizable marquee customers as a means of establishing credibility to gain access to prospect. In many cases, the sales person doesn’t even need to tell a specific story beyond mentioning the name of a marquee company. This is because the prospect will often form a story in their own mind based simply on the company name.


Although sales teams can use marquee customer names as a door opener, when it comes to the later stages of the sales process, prospects really want to hear stories about companies in situations that are just like theirs. This means telling stories of similar companies that have faced similar challenges and how they were successful in addressing them. These are the Just-Like-Me stories that every sales person needs to have ready and waiting in their back pocket to use at the right time in the conversation.


Discovery & Qualification – When performing discovery and qualification the question the sales person is trying to solve is “how can I help you?” The challenge is that in many cases the prospect has no idea how you can help. In these situations, storytelling can be used to stimulate thought on the part of the prospect, thereby enabling the sales person to move the conversation forward by developing a common ground.


Closing the Sale – In some situations a prospect thinks your product or service may be right for them but is not yet ready to commit due to some perceived risk. Before they commit they want to feel that they are making a smart and well-informed decision. Using Just-Like-Me stories to reinforce their decision is a valuable tool to help move the prospect forward towards taking action.


In situations where testimonials from current customers are required, using the Just-Like-Me concept is important when selecting testimonial candidates because the closer a company’s situation is to that of your prospect, the more it will resonate with them.

Having access to relevant stories and the team’s ability to effectively articulate them is essential. The responsibility to ensure the team is able to effectively use this valuable sales enablement tool as part of their sales skills toolbox includes:

Sales Leadership – It is the sales leader’s responsibility to demonstrate and model storytelling mastery for their teams and to help them develop the capability and competency for themselves.


Sales Person – It is the sales person’s responsibility to ensure they have done sufficient pre-call planning and have at least one Just-Like-Me story ready to tell a prospect.


Marketing – It is Marketing’s responsibility to capture and make available in an easily accessible and digestible format this valuable sales enablement tool.

Is your sales team using the power of storytelling effectively to accelerate sales?

For more information, please contact Compendium Advisors at or 925-984-5381
“Accelerating sales by aligning execution with strategy”

March 31, 2016 in Uncategorized

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