Storytelling in sales

In today’s fast paced world, people have more difficulty paying attention. They get so much information in their heads that they have learnt to tune out. At the most, you have thirty seconds to grab their attention. And if in this time you are not able to get their attention, you have lost them.

And how does this affect sales? The 30 second pitch becomes extremely critical in sales, especially when you are pitching to a new client. Make every second count! After you have their attention, explain your proposal and give them a compelling reason for them to at least consider your proposal.

Then how do you have a great 30 second pitch? This is where storytelling comes into the picture. If you are able to tell them a story which interests them, you can win them over right away. Here are some of the storytelling techniques you can use.

1. Get your story straight: You have to know your story perfectly, both frontwards and back! If there is any hesitation during the story, it can kill the prospect’s interest immediately. Make sure you know what to say and you practice what you are going to say. Time it while practicing. This helps you get the story as short and simple as possible. It also prevents you from wandering off the topic.

2. Personalize: Never tell the same story the same way to two people. Pick up some behavioral hints and background information about the client beforehand and personalize the story to their interests. This makes it more compelling for the listener. This also makes sure the story doesn’t sound scripted to the listener.

3. Make a compelling argument: What does the client gain from your pitch? Why should they care about you or why you’re selling to them? Another way to look at this would be: “Would I buy it if it was being sold to me?”

4. Body Language: Make sure you’re relaxed, maintain eye contact and create a connection. A positive body language can greatly influence the client and instill confidence in them. It also forms a great first impression which can affect the outcome positively.

Do you have any other tips? Let us know in the comments section!


  1. I do consider all of the ideas you have introduced on your post. They are really convincing and can certainly work. Nonetheless, the posts are too brief for newbies. Could you please prolong them a bit from subsequent time? Thanks for the post.

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