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Tangible. Credible. Decision-Relevant.
Storytelling Training for Sales Teams
Complex offerings rarely win people over through facts alone. What truly matters is whether customers quickly understand the value, connect it to their own situation, and can confidently communicate it internally.
In this training, participants learn how to turn product arguments into clear, customer-centered stories. They develop storylines that capture attention, simplify complexity, and build trust – without becoming overly theatrical or “showy.”
In this training, participants learn how to turn product arguments into clear, customer-centered stories. They develop storylines that capture attention, simplify complexity, and build trust – without becoming overly theatrical or “showy.”
The focus is on storytelling as a precise sales tool: for initial conversations, pitches, value communication, objection handling, and communication across buying centers.
Contents of the Training
Core Principle: Find, Construct, Tell
Why Storytelling Works in Sales
Find: Identifying the Right Story
Construct: Structuring the Story Effectively
Tell: Delivering the Story Persuasively
Methods
The training is interactive, highly practical, and closely aligned with real sales situations. It combines short inputs, reflection, group work, peer feedback, and hands-on practice sequences.
Do you have any questions? Please feel free to contact us!
Core Principle: Find, Construct, Tell
- Consciously identifying relevant experiences
- Structuring stories effectively
- Delivering stories with impact
- Transferring the three pillars into concrete sales situations
Why Storytelling Works in Sales
- Builds emotional connection in customer conversations
- Increases memorability and attention
- Simplifies complex content and solutions
- Encourages empathy and perspective-taking
Find: Identifying the Right Story
- Analysis of relevant story types in a sales context
- Identification of customer experiences, turning points, success stories, and learning moments
- Selection of the right story depending on customer, situation, and objective
Construct: Structuring the Story Effectively
- Building compelling stories using opening, body, and closure
- Using the narrative arc: situation, challenge, complication, turning point, solution, and new state
- Designing a strong opening to create attention and relevance
- Developing a body that builds tension, highlights pain points, and clarifies value
- Formulating a natural closure with a clear message, next step, or shared perspective
Tell: Delivering the Story Persuasively
- Clear, authentic, and dialog-oriented storytelling in conversations
- Work on language, timing, conciseness, emphasis, and credibility
- Situational adaptation of stories to customer, context, and conversation flow
- Avoiding memorized “standard stories”
Methods
The training is interactive, highly practical, and closely aligned with real sales situations. It combines short inputs, reflection, group work, peer feedback, and hands-on practice sequences.
Do you have any questions? Please feel free to contact us!
Training OFFERS
We report on current topics in our blog - take a look!
Book tips
For anyone wanting to deepen their knowledge, we recommend the specialist literature from C-TO-BE. Order directly from us now.Virtual Negotiation. An Optimal Approach to Online Negotiations
Better Negotiating. The Training Book
Flexibel verhandeln. Die vier Fälle der NEGO-Strategie (German version)
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