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Sales Skills / Tell Stories That Sell / Lesson 03

LESSON 03 · TELL STORIES THAT SELL

Make the Customer the Hero

Practical ways to make the customer the hero of your story, with you as the wise guide who helps them win.

Customers love being the hero. Be the guide, not the star.

11 tipsEasy things to say7-day plan

11 tips that really help

These ideas come from Building a StoryBrand (Donald Miller), Pitch Anything (Oren Klaff), Made to Stick (Chip Heath and Dan Heath), and everyday practice. The first six help the most. Pick one and try it today.

TIP 1

Customers love to see themselves in the story

When the customer is the hero and you are the guide, listeners picture their own success.

TRY THIS
Rewrite one story this way.

TIP 2

Place the customer at the centre

Describe their goals, fears and choices first, and your product second.

TRY THIS
Start the story with their name or role.

TIP 3

You are the guide not the hero

A good guide gives a plan and support, while the hero makes the brave choices.

TRY THIS
Describe your role in one line.

TIP 4

Show their courage

Highlight the decision they made to try something new, because that is what the listener must also do.

TRY THIS
Mention the moment they decided.

TIP 5

Let them speak in the story

A short quote from the customer adds authenticity and shifts the spotlight to them.

TRY THIS
Add one real line.

TIP 6

Describe the change in them

Show how they felt before and after, not only what happened to the numbers.

TRY THIS
Add a feeling word.

TIP 7

Give them the credit

Say they did the hard work and you supported, which makes the story humble and credible.

TRY THIS
Use their name in the win.

TIP 8

Use before-and-after contrast

Showing life before and after your help makes the improvement obvious.

TRY THIS
Write two sentences for each.

TIP 9

Match the hero to your listener

Choose a customer similar to the person you are speaking with so they relate quickly.

TRY THIS
Pick the closest example.

TIP 10

Get permission to share

Always ask before telling a real customer story, or change identifying details.

TRY THIS
Send a short request.

TIP 11

Avoid bragging

Keep the tone grateful and factual so the story builds trust rather than ego.

TRY THIS
Check your wording.

Easy things to say

When you are stuck, pick one of these. They work in many sales conversations.

HERO

“You are the person who keeps this shop running.”

GUIDE

“I have helped many owners in your position.”

PLAN

“Here is a simple three-step plan.”

CALL

“Would you like to try the first step?”

WIN

“Imagine what it would be like when it is done.”

THANKS

“Thank you for letting me help.”

Your first week

One small action a day. Each day is only a little bigger than the last.

DAY 1
Write your customer as the hero in one sentence

DAY 2
Describe their problem in their words

DAY 3
Define your role as guide

DAY 4
Offer a clear plan

DAY 5
Add a call to action

DAY 6
Show the success

DAY 7
Test it on a customer

More lessons in “Tell Stories That Sell”

Keep going. Small steps every day make a big change.

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