Upcoming Event 21st March: The Executive Presence Masterclass
  • Sales Skills

    Sales training designed to help you distinguish yourself from the competition, show up with confidence, build credibility, and develop influence.

Storytelling for Sales Professionals

In a world of commoditisation, our Storytelling for Sales Professionals course will help salespeople distinguish themselves from their competition, build trust quickly, develop credibility, and make an impact with clients.

Course Format:


Designed For:

Sales ManagersSales ProfessionalsAnyone who needs to build customer relationships

Topic Description

Storytelling is a powerful tool for engagement and creating powerful, memorable connections that influence action. The most skillful storytellers understand that their stories are only effective when they are relevant and responsive to the audience—in content, length, and message. Sales Professionals who can harness this tool enrich their executive presence and ability to connect with authenticity, demonstrate credibility, and build trust.

In this course, participants will learn about storytelling techniques and structures as well as the listening and framing skills they need to use stories with agility. They will look at the variety of sources and types of stories and begin the development of a library of stories they can use any situation.

Learning Objectives

After completing this program, participants will be able to:

  • Leverage the power of presence in order to connect, contribute, and collaborate with others.
  • Develop a deeper capacity to listen and reflect back as a way to build relationships.
  • Practice and apply new skills and frameworks to integrate stories into business conversations with flexibility and authenticity.
  • Begin to build a library of their own and others’ stories that can be used in a variety of situations.

Course Description

  • Create a shared understanding of the building blocks of an authentic presence and dynamic engagement.
  • Illustrate why storytelling is such an effective approach for enhancing one’s executive presence.
  • Experientially ground the group in the core models and definitions that support leaders to develop their own authentic, audience-centred executive presence.
  • Enable participants to self-assess and articulate areas where they are using stories effectively to engage others and where they want to improve.
  • Set individual goals for the session.
  • Identify group themes and needs related to executive presence in presentations, conversations, and meetings with both internal and external stakeholders.
  • Think on one’s feet and practice flexibility.
  • Gain confidence in taking creative risks and improvising.
  • Learn techniques that make stories vivid, memorable, and powerful.
  • Build confidence with being vulnerable and sharing a story of one’s own personal experiences.
  • Appreciate how storytelling supports relationship-building.
  • Explore the variety of sources and types of stories that can be used in a business context.
  • Learn a structure for crafting a story with the essential narrative elements of 1) the conflict, 2) the moment of truth/transformation, 3) the resolution.
  • Practice incorporating a strategic story into a business scenario in a way that is responsive to the audience.
  • Develop capacity for bringing interest and curiosity to a conversation, even in the face of problems.
  • Practice inquiry using “audience-centred” questions.
  • Practice listening for strengths, values, and emotional connection—an approach that builds trust and empathy for another person’s point of view.
  • Understand how listening to another person’s needs guides a storyteller to select what story is needed and how to make it relevant to the audience.
  • Combine listening skills and storytelling skills to flexibly integrate a story into a business situation in a way that builds relationship and trust
  • Learn a framework for selecting and tailoring stories based on the audience’s strengths, values, needs so that it feels relevant and responsive to what they shared
  • Practically apply the insights and techniques from the session to a real work situation (could be either a one-on-one conversation, meeting, individual presentation or team presentation).
  • Use a situation analysis tool to reflect on the audience, their needs, and the goals for the situation.
  • Practice communicating using an audience-centred approach to respond to the audience’s needs, create engagement, and build relationship.
  • Build self-awareness and effectiveness through rehearsal, feedback, and coaching.
  • Support learning transfer by planning to apply their new storytelling and presence skills to future communication situations.
  • Reinforce learning by capturing and sharing lessons learned with colleagues.
  • Start a storytelling “library” based on own stories as well of those of their colleagues.

Complete the session as a group, sharing any final reflections and commitments.

Program Outcomes

  • Understand a framework for flexible, audience-centered storytelling
  • Check in with the group, self-assess strengths/ challenges, and set goals
  • Expand ability to communicate with flexibility, expressiveness, and confidence
  • Leverage storytelling techniques to make a personal connection and capture audience attention
  • Craft a strategic story to respond to a business situation
  • Engage another with listening, asking, and reflecting that creates meaningful dialogue
  • Use agile storytelling: integrating a responsive and relevant story into a conversation
  • Application: role-play and/or present, and receive coaching
  • Create an action plan and share takeaways