How to Improve Your Storytelling For Tech Sales Success

This article was first published on Forbes on 08 Apr 2022.

Most tech salespeople understand that stories are important to developing relationships and building trust. They throw around the term “storytelling” and try to build stories into their sales pitches and demos. But despite their efforts, they may not see their sales numbers improve. Sometimes it’s because their stories aren’t really stories at all. Other times it’s because tech salespeople lean on storytelling that is too literal and data-heavy that their product or service isn’t understandable.

What’s missing is that the salespeople are not looking at what can truly influence a prospect and integrating that into their storytelling. Not all stories are created equal, and by focusing on what makes a story influential, tech salespeople can dramatically shift their conversations. Here’s a look at the common mistakes and what to do differently.