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Sales Skills / Tell Stories That Sell / Lesson 11
LESSON 11 · TELL STORIES THAT SELL

Tell a Story Like Your Customer Would

Practical ways to tell a story the way your customer would, in their voice and with their feelings.

Their voice beats yours. Tell it as they lived it.

10 tipsEasy things to say7-day plan
Start with tip 1
Jump to the 7-day plan

10 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.

Photo for the tip: See the story through their eyes
TIP 1

See the story through their eyes

Telling it as the customer would makes it relevant and respectful.

TRY THIS
Imagine their words.
Photo for the tip: Use their language
TIP 2

Use their language

Avoid your internal terms and use theirs.

TRY THIS
Listen for phrases.
Photo for the tip: Start with their problem
TIP 3

Start with their problem

Their pain is the true beginning of the story.

TRY THIS
Open with it.
Photo for the tip: Describe their emotions
TIP 4

Describe their emotions

Mention how they felt at key moments.

TRY THIS
Add a feeling.
Photo for the tip: Ask them to tell it
TIP 5

Ask them to tell it

Invite customers to describe their journey in their words.

TRY THIS
Request a call.
Photo for the tip: Record and quote
TIP 6

Record and quote

Use direct quotes to preserve voice.

TRY THIS
Ask permission.
Photo for the tip: Keep your role small
TIP 7

Keep your role small

You appear as a supporting figure.

TRY THIS
Check the balance.
Photo for the tip: Respect their privacy
TIP 8

Respect their privacy

Remove details they would not want shared.

TRY THIS
Ask what to leave out.
Photo for the tip: Check for accuracy
TIP 9

Check for accuracy

Let them review the story before use.

TRY THIS
Send a draft.
Photo for the tip: Practise empathy
TIP 10

Practise empathy

The habit of seeing from their side helps all sales work.

TRY THIS
Try it daily.

Easy things to say

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

VOICE

“She said it felt like a weight lifted.”

WORDS

“In his words, it was a relief.”

FEELING

“They were nervous at first.”

CHECK

“Would you describe it that way?”

CREDIT

“This is their story, not mine.”

THANKS

“Thank you for letting me share it.”

Your first week

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

DAY 1
Interview a happy customer
DAY 2
Record with permission
DAY 3
Note their exact words
DAY 4
Write the story in their voice
DAY 5
Ask them to approve it
DAY 6
Share it with attribution
DAY 7
Thank them

Further reading

  • Building a StoryBrand (Donald Miller)
  • Pitch Anything (Oren Klaff)
  • Made to Stick (Chip Heath and Dan Heath)

The tips above are written in our own words and are general guidance. The books are suggestions for further reading.

← All Tell Stories That Sell lessons
Next lesson: Match the Story to the Buyer →

More lessons in “Tell Stories That Sell”

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

← Previous: Use Real Numbers HonestlyNext: Match the Story to the Buyer →

  1. Why Stories Beat Statistics
  2. The Simple Story Shape: Problem, Struggle, Win
  3. Make the Customer the Hero
  4. Find Stories in Your Everyday Work
  5. Keep It Short, Keep It Real
  6. Add One Vivid Detail
  7. End Every Story With a Point
  8. Collect Stories While They Are Fresh
  9. The Before, During and After Story
  10. Use Real Numbers Honestly
  11. Tell a Story Like Your Customer Would
  12. Match the Story to the Buyer
  13. Case Studies People Actually Read
  14. Ask for Testimonials Without Awkwardness
  15. Your Ten-Second Introduction
  16. The One-Sentence Pitch
  17. Cut the Jargon
  18. Lead With the Problem You Solve
  19. Make the Benefit Obvious
  20. Use Simple Words and Short Sentences
  21. The Message Test: Can They Repeat It?
  22. Open With a Hook
  23. The Three-Point Presentation
  24. Slides That Support, Not Distract
  25. Demo the Result, Not the Features
  26. Use Pauses Like a Pro
  27. Handle Questions Mid-Presentation
  28. Close Your Presentation Strongly
  29. Hold the Room Without Shouting
  30. Use Your Hands and Eyes
  31. Control Your Pace Under Pressure
  32. Recover From a Slip
  33. Pitch to One Person or Twenty
  34. Pitch Over Video With Energy
  35. A One-Page Proposal That Wins
  36. Open With Their Problem, Not Your Company
  37. Show Options: Good, Better, Best
  38. Make Pricing Easy to Understand
  39. Add a Clear Next Step
  40. Proofread Like a Professional
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