Participants learn how to craft compelling sales stories to be used throughout the entire sales process, from introducing yourself to buyers, to building rapport, making the sales pitch, resolving objections, negotiating price, closing the sale, and service after the sale.

The research behind Paul Smith’s book Sell with a Story: How to Capture Attention, Build Trust, and Close the Sale is the basis for this program. This includes interviews with sales and procurement leaders at over 50 companies, including Microsoft, Costco, Xerox, Abercrombie & Fitch, HP, Kroger, Huntington Bank, and others.

In class, participants will discover 1) what a sales story is and is not, 2) the 25 stories all salespeople need, and 3) how to craft sales stories for maximum impact. Specifically, participants will learn techniques for:

• How to choose the right story
• Proper story structure
• The proper use of emotion, surprise, dialogue, details, and length
• Telling stories with data
• Where to find great stories

Participants are expected to come to class with a story idea and will develop it throughout the day. They’ll have an opportunity to apply the techniques to several stories during the session, including their own story.

After class, participants are enrolled in a 6-month Extended Learning Program to help turn the new skills into a habit. New training modules arrive every two weeks and include exercises and prompts to help review key concepts, practice skills taught in class, and learn more about additional storytelling topics.

See why storytelling can be a competitive advantage in your sales efforts.

Watch an introduction to our Storytelling for Salespeople course in the below video. You can also take an online eLearning version of the course by clicking HERE.