Sales Storytelling for Startups

Tricia Levasseur
15 min readJan 25, 2019
Photo by Priscilla Du Preez on Unsplash.

Selling has Changed:

Chatbots, AI, machine learning — sales, like other industries, is changing rapidly because of technology. Just 25 years ago, a salesperson held all the information and as such — the power. Potential customers usually didn’t know more about something than the salesperson.

Today, thanks to the internet, buyers are empowered and sales teams must adjust. At the end of the day, sales people still need to nurture prospects, close deals, and hit quotas.

Table of Contents:
Act One — Introduction to storytelling:

* Storytelling Framework
* Build your Business on a Story Foundation
* Storytelling is a Superb Tool for Startup Founders
Act Two — How to craft a sales story:
* Buyer Personas
* Customer Journey
* Funnels vs Flywheels
* Jobs Theory
* Mapping a Go-to-Market Sales Strategy
* Writing a Sales Proposal with Story
Act Three — Integrating sales story with sales technology:
* Basic CRM software
* Email Tracking and Proposal Attachments
* CRM Deal Pipeline
* Delighting with Customizable Invoices

Introduction to Storytelling:

The fact is pretty websites don’t sell things, words sell things. Nobody will listen if your message isn’t clear, no matter how expensive your sales and marketing materials may be.

Storytelling is the ultimate competitive advantage because it helps customers understand the benefits of using your products, ideas or services.

Story works because the human brain is drawn towards clarity and not confusion. Story is a sense-making device. It’s a powerful tool for organizing information.

Tricia Levasseur

Marketing Executive combining Storytelling & Digitial Technology. Techstars Mentor. Former Bloomberg Journalist. Cambridge MBA.