If you’ve ever struggled to sell without sounding “salesy,” it’s because you’re pushing facts instead of telling stories.
Humans are wired for storytelling. Stories engage emotions, and emotions drive buying decisions. If you master storytelling, you’ll close more deals without feeling like a pushy salesman.
Why Storytelling Works in Sales
Think about the last time you watched a great movie. You weren’t analyzing camera angles or script structure—you were emotionally invested.
That’s what storytelling does in sales. It bypasses scepticism and makes the prospect feel something.
People buy on emotion and justify with logic. If you’re only throwing facts at them, they’ll nod along—but they won’t buy.
The 3 Types of Sales Stories That Close Deals
1. The Origin Story (Builds Trust & Credibility)
Your prospect needs to trust you before they buy. The best way to build trust? Tell them how you got here.
Structure of an Origin Story:
The Struggle: Where you started and what you struggled with.
The Discovery: What you learned that changed everything.
The Transformation: How you (or your clients) got results.
🔹 Example: “A few years ago, I was just like you—struggling to get clients. I tried everything, but nothing stuck. Then I discovered [strategy], and everything changed. Now, I help others do the same.”
2. The Client Story (Proof That It Works)
A prospect’s biggest fear is: “Will this work for me?” The best way to eliminate that fear is to show someone like them who got results.
Structure of a Client Story:
The Before: Where they were before working with you.
The Journey: What they did differently after working with you.
The After: The results they achieved.
🔹 Example: “One of my clients, Sarah, was struggling to close deals. She kept hearing ‘I need to think about it.’ We tweaked her offer structure, and within 30 days, she closed £20K in sales.”
3. The Future Story (Make Them Picture Success)
Most prospects can’t visualize how their life will change after buying. You have to paint that picture for them.
Structure of a Future Story:
Current Pain: “Right now, you’re stuck doing [struggle].”
The Vision: “Imagine waking up and having [ideal outcome].”
The Action: “That’s what happens when you follow [strategy].”
🔹 Example: “Right now, you’re probably getting ghosted by leads. But imagine having people DMing you daily, asking how they can work with you. That’s what happens when you master outbound messaging.”
How to Instantly Improve Your Sales Stories
✔ Keep it short. Under 60 seconds is best.
✔ Make it personal. People connect with real struggles.
✔ Use emotion. Facts tell, stories sell.
If you’re not using storytelling in your sales calls, you’re leaving money on the table.