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For example, a change to their business, industry or the technology they use. Your story should be tailored to the pain points of the prospects in the room. You might choose to tell a story that positions your product as the hero, helping the customer vanquish a villain: their pain point.

Everything presented to a prospect should be based on the value for them specifically.” “First, you need to understand what is motivating them to have a discussion, which allows you to identify their pains and present how your offering solves their pains. “It is important to understand your buyer and tailor their journey to what you can do for them. “Value selling is key,” says Bradley Davies, business development at Cognism. Instead, lead with the problem your solution was designed to solve. Your presentation is about the solution you’re offering your prospects, but it shouldn’t start with that solution. They help prospects understand and remember the key points of the presentation and your product. The stickiness of stories makes them a useful tool for developing a sales presentation outline. Although most students use stats rather than stories, 63% remember the stories, while only 5% remember an individual data point. He divides them into groups and asks them to deliver a one-minute persuasive pitch based on data he’s just shown them.Īfter the pitches are delivered, he asks the class to jot down everything they remember about them. Stories move, teach and, in a sales context, persuade audiences.Ĭhip Heath, a Stanford professor and the co-author of Made to Stick, demonstrates the importance of storytelling by doing an exercise with his students.

Human beings have a deep relationship with storytelling. Statistics, facts and figures can help when you’re trying to persuade a prospect to become a customer, but they’re more impactful if you can frame them with a memorable story.įor example, tell a story about a customer who faced the same challenges as your prospect and supplement it with powerful data, they are more likely to listen and want to know more. Use stories in your presentations to help people remember and relate to your brand. How (and why) to use storytelling in your sales presentation

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