The power of storytelling and landing the sale


Date: 26 July 2023

A female customer receives a host of marketing messages sharing the business' story

Business owners are constantly seeking better ways to communicate with their audience and land the sale. With all the noise from social media, email newsletters and blog articles, it can be challenging to stand out. However, storytelling is one effective method to connect with potential customers.

Stories date back to the days when our ancestors first used words and gestures to express themselves. Today, storytelling is more than an act of weaving tales - it is an invaluable tool that can stir emotions, create a sense of familiarity and build lasting connections. If you are ready to get better results, consider making room for storytelling in your business and learning about its impact on landing sales.

The importance of storytelling in landing the sale

While you may associate storytelling with books or movies, the act of sharing stories is of critical importance in sales. Tapping into the human desire for narratives allows business owners to foster a deep connection with potential customers. As a result of these established connections, you build trust with your customers, which is key to landing the sale.

Since storytelling is an easy way to hold someone's attention, it can create engagement with customers. The online world is full of sales pitches that customers ignore if they do not resonate. However, a compelling story can grab and retain attention, presenting the opportunity to communicate the benefits of the product or service within an engaging narrative.

Additionally, storytelling personalises the sales process. A good story will invite your customer to visualise themselves in the scenario. It allows them to understand how the offering solves their problems or significantly enhances their lives. When incorporating empathy or successful results into a story, you can truly influence the customer's purchase decision.

Finally, storytelling simplifies complex ideas. In sales, people are often trying to promote a complex product or service. The best way they can simplify their offerings is by crafting stories to create an easier understanding of them, making them more relatable. That way, customers can easily grasp the value of what you sell.

The components of good storytelling

While storytelling can be a powerful tool to send a message through a campaign or a pitch, some business owners may find themselves lost in the narrative. This issue can occur when they are unsure how to connect the story with their product. The easiest way to harness storytelling in your sales process is to understand its main components.


Characters are the heart of any story. In a sales narrative, your customer should be the hero, with your product or service playing the supporting role. When you make your customer the main character, prospects will easily see themselves in the story and understand the product's role in their journey.


A conflict is the problem or pain point your customers face. It could be a business challenge, a gap in the market or a personal need. Consider what your characters are trying to accomplish. What obstacle is getting in their way? Try to illustrate this issue clearly, as it is the emotional hook that engages your audience and pushes the story forward.

Structure and theme

Everyone knows a compelling story must have a beginning, middle and end. This structure allows you to communicate your message more effectively to your audience.

An underlying theme is also crucial. The story should always align with your brand values and resonate with your target audience. Integrating these components into your pitch or campaign will allow you to create engaging narratives that convey value and, ultimately, land the sale.


The resolution is where your story comes to its end. Every good story should have an ending that demonstrates how you can help the customer overcome their challenge. The resolution should be compelling and satisfactory enough so that the audience understands the benefits and transformation achieved.

Three tips for implementing storytelling in sales

To ensure that you are landing the sale, implement these tips for effective storytelling in sales.

1. Know your audience

Before you start crafting an effective sales story, it is always important to know your audience on an intimate level. Consider getting to know them by understanding their needs, challenges, values and what motivates them to take action. You can achieve this goal by conducting market research, utilising customer feedback to gain deeper insights.

Once you've gained a perspective of who your customers are, consider creating buyer personas to characterise them. However, the more you get to know your target audience, the more specific your buyer personas become. In turn, you can tailor your stories to deeply resonate with them and increase your chances of landing the sale.

2. Keep it simple

When crafting your story, it may be tempting to dig deep into intricate details about your product or service. However, your story's effectiveness lies in its simplicity. The key to telling your narrative and communicating it well is a straightforward and relatable approach. Focus on the core problem your audience is experiencing and use that to present how your offering provides the solution.

There is no need to use industry jargon or fancy words. Use language they can relate to so they can easily understand what you are trying to say.

3. Use emotion to engage

Emotion is another vital aspect of good storytelling. It is a powerful tool in sales because customers often make purchasing decisions based on emotions rather than logic. Incorporate sentiment by crafting stories that elicit joy, relief or excitement. Whichever emotion you use, be sure it makes sense for the storyline and your audience.

For example, marketing agencies often gravitate toward comedic storytelling. They can always relate to their customers' issues and find creative ways to connect them to a funny narrative. When you embody your story with emotion, your customer is more likely to take action, increasing your chances of landing the sale.

Landing the sale with the power of storytelling

Storytelling has the potential to capture your audience, engage with them and instil emotional connections. Yet, keep in mind that the magic lies within its ability to weave the value of your offering into a compelling narrative. Consider looking into customer stories, delve into your own experiences, and use those as an ingredient to inspire your own.

Copyright 2023. Featured post made possible by Eleanor Hecks, founder and managing editor of Designerly Magazine. She's also a web design consultant with a focus on customer experience and user interface.

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