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Use Storytelling to Advance the Sale

As a sales professional, using stories fosters dialogues that ultimately inspire and motivate customers to take action.

Building storytelling skills helps sales professionals create momentum that leads to identifying and closing more opportunities. Implementing both a process and the skills needed to tell an effective story will enable your sales organisation to overcome the status quo, make emotional connections, and highlight important issues.



Individuals Trained


Global Certified Facilitators


Virtual Sessions Completed in Past 6 Months


Average Facilitator Score out of 5

Richardson Sales Performance’s Storytelling Programme

The Storytelling programme is an instructor-led programme that enables your sales professionals with the process and skills to tell a great story that will lead to more closed business. In the programme, we provide participants with a storytelling framework that helps them to craft the setup, conflict, turning point, and resolution of a story. In addition to the framework, we really focus on two areas: how to build a great story and how to tell a great story.

The video below explores the benefits of using storytelling as a sales professional to share data with buyers
The video below explores the benefits of using storytelling as a sales professional to share data with buyers Play

To learn more about using storytelling to share important data with your buyers download the white paper: Selling With Data and Storytelling.

Sales professionals learn how to use the right words, incorporate data, use visuals, and discuss what gestures, voice, and expressions are best to use and avoid. Richardson Sales Performance’s Storytelling programme teaches the behavioural science behind why stories work and create an emotional connection to helps to ignite action.

As a result of participating in this workshop, your sales organisation will be able to:

    • Apply techniques for delivering a customer-centric story in an engaging and animated way
    • Identify opportunities to use stories when selling to foster dialogue, encourage customers to think in new ways, and motivate them to take action
    • Describe the elements of an effective story and use those elements to structure a story that is relevant, memorable, and emotionally compelling
    • Walk away with stories you can use at multiple points in the sales process to build your credibility, raise and explore issues with customers, differentiate your organisation from the competition, and demonstrate value

Key Areas Of Content:

Identify opportunities to Use Stories

In this programme, we teach sales professionals how to identify opportunities to create and communicate a narrative when sharing information with a customer to make it personally meaningful, interesting, and memorable.

4 Key Elements of a Story

We teach sales professionals four key elements of a storey that help them to structure a storey that is relevant, memorable, and emotionally compelling.

How to Build and Tell a Story

We equip your sales professionals with the additional elements of a storey that helps bring the storey to life, and the skills needed to tell the storey in a compelling way.

Content Grounded in Behavioural Science

Our content is grounded in behavioural science. The focus on behavioural science across our programme matters because we know that buyers make decisions based on both logic and emotion, an important and often overlooked component in both buying and selling. In fact, the emotional component of buying overrides the logical one. Sales professionals familiar with behavioural science concepts improve their ability to connect with customers because they have a greater understanding of their customer’s biases and their own. This helps them to more objectively evaluate opportunities and challenges, avoid aggressive behaviours, and reach their goals.

Programme Delivery Options

Our Storytelling Programme is Available in the Following Modalities

Our VILT solution leverages video and digital technology and 40+ years of sales and learning expertise. Our virtual classroom replicates the experience and impact of live, in-person training by using interactive tools such as polling, chats, and breakout groups, to ensure time for small group work like group drills and role plays.

Our onsite, Instructor-led workshops are an experience. We use a ‘Learn-by-Doing’ methodology, where sellers are actively participating in role plays, problem-solving, and brainstorming exercises. They also receive intensive coaching and feedback throughout the onsite programme by the best facilitators in the business.

Want More Info?

Complete the form and a team member will be in touch within 24 hours. If you need immediate assistance call us at 800-526-1650.

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