COR 695 - Business Story Selling: The Art of Turning Conversations into Conversions

Course Description

In a market crowded with products, features, and competitors claiming to be “the best,” stories stand apart. They breathe life into the sales process, turning transactions into relationships and objections into opportunities for connection. Storytelling is not about manipulation; it is about illustrating value in a way that resonates, humanizes, and sticks.Stories activate more areas of the brain than facts alone, making information more memorable and emotionally engaging. When customers hear a story, they are more likely to visualize themselves in the narrative, building an emotional bridge between their needs and your solution.

Participants in this two-day workshop, explore how the twin disciplines of storytelling and storyboarding enhance a sales professionals foster deeper relationships, differentiate themselves in a crowded market, and, ultimately, turn conversations into conversions with integrity and impact using compelling narratives and visualization techniques.

Please note, to successfully find value in this course, it is recommended that participants bring an existing sales project; either a current client lead they are nurturing or a new client they intend to approach which can be used for on-the-job application of these course techniques.

Course Details

Upon completing this course, successful students will be able to:

• Recognize the core storytelling elements and narrative structures that impact buyer engagement and convey the value of a product or service.
• Describe the internal or external factors, challenges or obstacles that hinder successful sales decisions or a sales professional’s performance
• Describe storytelling techniques used by their peers and other sales professionals to successfully craft persuasive presentations that close more sales deals
• Examine Storytelling techniques that shifts the focus from “selling” to “connecting” which allows sales professionals to place product/service features and benefits within a context that the audience/customer can relate to.
• Explore practices that help present sales stories that emotionally connect and strategically influence decisions, especially in pitch presentations and buyer conversations.
• Explore how the twin disciplines of storytelling and storyboarding enhance a sales professionals foster deeper relationships, differentiate themselves in a crowded market
• Examine the use of storyboards and journey mapping to reveal a holistic view of the customer expectation and experience
• Examine the key components of a storyboards and journey maps and their connection to basic sales narrative using core storytelling elements
• Apply storytelling techniques to an active or prospective sales client, analyzing their needs and crafting a tailored narrative to advance their real-world sales conversation.