How can you adapt your storytelling style to different types of buyers and situations?

2 Choose the right format

There are different formats of stories that you can use in sales, such as case studies, testimonials, analogies, metaphors, or anecdotes. Each format has its own strengths and weaknesses, and you should choose the one that best suits your purpose, message, and audience. For example, if you want to demonstrate social proof and credibility, you can use a case study or a testimonial from a similar customer. If you want to simplify a complex concept or create an emotional connection, you can use an analogy or a metaphor. If you want to share a personal experience or a lesson learned, you can use an anecdote.

3 Structure your story

A good story has a clear structure that follows a logical sequence and builds suspense and interest. A common structure is the STAR method, which stands for Situation, Task, Action, and Result. You start by setting the scene and describing the problem or opportunity that your customer faced. Then you explain the goal or objective that they wanted to achieve. Next, you describe the action or solution that you provided and how it helped them. Finally, you reveal the outcome or benefit that they gained from working with you. You can also add a twist or a surprise at the end to make your story more memorable.

5 Adapt to the situation

Finally, you need to be flexible and adaptable to the situation and the feedback that you receive from your audience. You may need to adjust your story depending on the stage of the sales cycle, the time available, the mood of your prospect, or the objections that they raise. You may also need to ask questions, listen actively, and respond accordingly to their comments, questions, or concerns. You should always aim to make your story relevant, concise, and compelling for your audience.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?