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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 organization 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 Training Program

The Storytelling training program is an instructor-led program that enables your sales professionals with the process and skills to tell a great story that will lead to more closed business. In the program, 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, the storytelling for sales professionals program focuses 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. The Storytelling training program teaches the behavioral science behind why stories work and how they create an emotional connection to helps to ignite action.

As a result of participating in this workshop, your sales organization 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 organization from the competition, and demonstrate value

Key Areas Of Content:

Identify opportunities to Use Stories

In this program, 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 story that help them to structure a story 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 story that helps bring the story to life, and the skills needed to tell the story in a compelling way.

Content Grounded in Behavioral Science

Our content is grounded in behavioral science. The focus on behavioral science across our program 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 behavioral 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 behaviors, and reach their goals.

Program Delivery Options

Our Storytelling Program 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 program 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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