Storytelling isn’t just for bedtime; it definitely has a place in sales. Sellers can close more sales by incorporating stories into their own strategies. And while the idea of telling a story during a sales call may seem silly, don’t underestimate it. It creates an emotional connection, deepens trust, boosts sales credibility, and, simply, gets buyers excited to buy.

Tell an amazing story that will help close more sales

Sales professionals can use a variety of storytelling tactics to make their case. Maury Rogow, author and CEO of Rip Media Group, recommends trying the EPIC sales story format.

The breakdown of the acronym is

E — Empathy
P — Problem
I — Impact
C — change and call to action

These four elements can guide and shape your narrative. Begin your story by showing empathy, which as SalesFuel has noted, is extremely important in sales today. Set the scene and introduce the main character (the buyer) by detailing how the buyer is feeling. Acknowledge those feelings, and don’t shy away from adding emotion.

As Brian Cristano writes for bold.ceo, “Emotional selling relies on proven human behavior to close sales. Emotions significantly impact decisions, so you should make the most of them.”

Introduce conflict

There are many ways to tell an amazing sales story. However, a seller will close more sales if the buyer thinks they understand their problem. Clearly demonstrate your knowledge by describing their pain points, i.e. In storytelling terms, this is when you explain the challenge that the main character is up against or may face ahead. This creates the conflict in the story.

SalesFuel’s Tim Londergan explains, “Stories without conflict do not maintain audience interest. As you put together content for your email or your presentation, set the scenario to include conflict. The main character, the business owner, faces relatable risks and the potential for loss or disappointment. What options do they have?"

Show the value

Showing value represents a turning point in a good story. This is where sellers show buyers the value your product or service will have. Value is essential if you want to close more sales. Use words to paint a clear picture of the how your offering will change the buyer and their business. Help them imagine what their future would be like once they’ve purchased and how they will go about solving their problem and achieving their goals. As SalesFuel discussed in another post, paint a new reality for the buyer that shows how they will thrive post-sale. Make the buyer the hero of their own story.

Final action

At the end of every scene in a story, you want to keep listeners and readers engaged. They want to know what will happen next. Tempt your buyer with continued engagement. Whether it’s asking for another meeting, offering a demo, or signing the contract, make your ask clear and concise. If you need some tips for crafting calls to action that are impactful and persuasive, read our past tips here.

Sellers who want to close more sales should consider integrating storytelling into their buyers’ journeys.

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