Storycrafters – Storytelling in Sales

Last Update May 19, 2022
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About This Course

Storytelling can dramatically improve sales conversations when used appropriately. Sales stories need fit the context of the conversation one is having with a customer. The stories must illustrate how similar problems were solved in the past, have new insight, show possibilities, and stay true to the overall brand story.
In this micro workshop, we will work with the three stages of using stories during sales conversations – Crafting, Weaving, and Telling.

The Thread Presentation

All participants will be required to select a topic from their area of work and prepare a 5-minute presentation. This presentation will be called the Thread Presentation, which will be used across all three parts of the workshop – Pre, During, and Post workshop. Participants will be required to create the Thread Presentation before the pre-workshop evaluation phase.
Note: This is an intensive, hands-on, and mastery-oriented workshop. Participants should be ready to complete all pre-workshop and post-workshop activities and evaluation to get the full benefit of this program.

Learning Journey

The workshop will be divided into three parts:

  • Pre-workshop: Up to 1 hour to prepare and present the Thread Presentation
  • Live Synchronous Workshop: 6 hours
  • Post-workshop: Up to 1 hours including a 10 minute one-on-one presentation

Pre-Workshop Assessment and Pre-Work (Up to 1 hour)

Participants will be required to bring their Thread Presentation for a 5-minute virtual presentation. The presentations will be evaluated by the facilitator on the following parameters

  • Clarity of objectives
  • Structure and content
  • Delivery style

A pre-workshop assessment will be compiled by the facilitator for each participant.

Skill Drill 1: Introduction to Stories and Storytelling (30 minutes)

Stories are one of the most powerful forms of human communication. In this skill drill, participants will explore the power of stories and storytelling, and will find out how stories work both, on emotions and logic. Participants will be divided into groups, and each group will pick a topic to work on together and develop an outline for their chosen topic. The facilitator will then demonstrate how using a story format could transform the way a topic is presented.

Skill Drill 2: Crafting (1 hour)

In this skill drill, participants will work in teams to create the Who-What structure for their topics. Participants will further refine their Why-What by conducting a target audience analysis and identifying what is important to the audience. Participants will also work on defining the single Big Idea for their presentation and connect it back to the What.

Skill Drill 3: Weaving (1.5 hours)

In this skill drill, participants will create a 3-frame story and develop a clear Beginning, Middle, and End. They will also deliver a 2-minute story using the 3-frame story structure. Peer and facilitator feedback will help participants evaluate if they have achieved their What and adjust their story structure accordingly. Following this, participants will explore the key story archetypes including:

  • We saved the day
  • We were the secret ingredient
  • We co-created magic
  • We were the alchemists

Participants will explore examples of each type of story archetype and discover how they can be used for business storytelling. Finally, participants will pick a story archetype, decide the flow of their topic using that archetype, and break the story down to individual scenes.

Skill Drill 4: Data Storytelling (1 hour)

In this skill drill, participants will identify where they can use data to enrich their story. Participants will also create the necessary data visualization for the identified sections. Participants will convert their 3-frame story into a 6-frame story and embed their data visualization into their presentations. After the 6-frame story is prepared, participants will transfer the 6-frames to a PowerPoint presentation.

Skill Drill 5: Telling (2 hours)

In this skill drill, participants will explore best practices to deliver their story. The following themes will be covered during this skill drill:

  • Being aware of opportunities for storytelling
  • Delivering with impact – voice, pitch, tone, intonation, pacing, questioning, listening, paraphrasing, checking for understanding
  • Keeping your listeners engaged
  • Staying on point and utilizing your time properly
  • Knowing how to ‘flow’ with the audience
  • Focusing on the customer
  • Reacting in difficult customer situations

Post-Workshop Presentation and Evaluation

Participants will refine their Thread Presentations based on the workshop and prepare for their final presentation. The final presentation will be made in front of a select panel. This panel, along with the facilitator, will evaluate each presentation on the same three parameters used in the pre-workshop phase:

  • Clarity of objectives
  • Structure and content
  • Delivery style

This will be followed by a summative feedback. The before-after scores will be used to evaluate the success of the workshop.

Learning Objectives

Appreciate the power of storytelling in sales
Identify the sales story archetypes
Weave stories into sales presentations
Use storytelling techniques to make high-impact presentations to customers and clients
Use storytelling techniques to influence customers
Present with impact and authenticity (Web conference, Telephone, Face-to-Face)
Practice telling through a variety of mediums

Material Includes

  • Program workbook
  • Storycrafters handbook
  • Slide templates and a visual guide


  • No prerequisites
Story-Crafters-story-telling-in-Sales thumbnil Image
Duration 6 hours

Material Includes

  • Program workbook
  • Storycrafters handbook
  • Slide templates and a visual guide