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Saas Sales and Storytelling

Many people believe that storytelling is something that you are born with. From years of experience, we know that couldn't be further from the truth. We've had the pleasure of meeting tons of great storytellers, and all of them would tell you that the key to being a great storyteller is finding the right technique and foundation, along with loads of practice. 

Presales training on laptop hosted by 2Win Global

Storytelling creates strong emotional connections and helps your message resonate with maximum impact. At 2Win, we are experts in using storytelling to gain influence in everyday situations. In our Storytelling2Win program, you and your team will learn how to generate great story ideas from everyday experiences, connect these stories to organizational objectives, and accelerate momentum with compelling evidence.

"The shortest path between two people is a story."

Synergy between solution and story

How to Connect to the Big Idea

We all know that the only thing worse than never telling a story is telling a bad one. Stories should always be connected to the main message or the "Big Idea."  The "Big Idea" is the organizational objective, or why they are shopping, plus a story theme. Quickly and clearly linking your story to the Big Idea helps your audience remember your key messages long after your interaction is over. This helps give them a memorable hook to associate with the main point. 

A well-told story allows you to deliver your message more compellingly. This helps form a logical agreement and provides an emotional connection. By connecting emotionally, you can drive the next steps in your initiative.

"Every buying decision is an emotional decision"

Storytelling Foundations

  1. Emotion Drives Action

    While logic and reasoning certainly play a role in decision-making, people ultimately act based on emotion. Make sure you are regularly connecting to your audience's emotions. Remember the 2% Factor, small changes add up to make a huge impact. 
  2. Limbic Load Awareness 

    The limbic system is the part of your brain that controls attention. It is extremely powerful, responsible for processing sensory information, and is constantly bombarded. Telling a story is a great way to focus the attention of your audience.
  3. Power of Association 

    The neocortex is the part of the brain that processes and stores information and is responsible for memory. Association is one way people create memories. Now, associations can either work for you or against you, so you have to be careful. One way associations can work against you is by telling a story that is too closely connected to your audience's reality. They have such a strong association it is hard for them to see things from your view point. 
    1. Want to change perspective? Use a story that is not obviously connected to their current state. Taking them on a mental departure before connecting to the Big Idea will help them see things in a new way.
    2. Want to accelerate momentum? Use a tailored story that is connected to their current state.


(Under 90 Seconds)

In a business setting, longer-form stories should be no longer than 3 minutes and connect to the Big Idea in 90 seconds or less. One of the main reasons people have a hard time connecting their story to the Big Idea in under 90 seconds is because they don't fully understand the organizational objective. Clearly defining the organizational objective first will help you identify the customer's challenge in achieving this objective. This allows you to determine the solution to this challenge and identify a common StoryTheme. Then, you can consolidate these elements into the Big Idea.

Reusable Story Concepts

Create Relateable StoryThemes

Our Storytelling2Win program teaches participants to draw from their own lives to create relatable StoryThemes. Examples include:

  • Holidays
  • Travel
  • Cooking
  • Hobbies
  • Remodeling
  • Kids
  • Home Improvement
  • And Many More!

These everyday moments offer authenticity and reliability, making it easier for the audience to connect with your message.  

For example, a sales professional might share a story about the challenges of coaching a child's soccer team. This narrative could highlight the importance of teamwork, leadership, and strategy. When tied to an organizational objective—such as leading a sales team to meet quarterly targets— the story becomes a tool for explaining fundamental business principles in an engaging and relatable way.

How do you create a sales story?

Sell More With Stories That Stick

Creating a sales story that resonates with your audience is more than telling a tale. It involves commanding attention with effective body language and tone of voice, inspiring action by connecting to your audience's underlying emotions, and quickly gaining influence with executives, managers, and colleagues.

One participant had this to say about Storytelling2Win:

"Public speaking is always a scary thing, but the coaches at 2Win were nurturing and encouraging every step of the way. I never thought I'd be on a stage before 150 people delivering a personal story, but the group at 2Win helped me find my voice. It was an amazing and utterly transformative experience"

The takeaway

When to Use Stories

If you aren't intentionally using stories in various business situations, you're missing out on valuable opportunities to influence your audience. Connecting stories to organizational objectives can be revelatory in your sales cycle and customer journeys, prompting more cooperation and buy-in from key stakeholders. Using the technique reframes problems and positions your product features as solutions. Storytelling can amplify your crucial message, increase your audience's engagement, and make your message memorable.