Jeremy Hsu, an American journalist, and scientist says in his article "The Secrets of Storytelling: Why We Love a Good Yarn" that 65% of our daily communication consists of talking about stories and "gossip". On the other hand, neuroscientists have found that telling stories does not only activate the speech and speech center in the interviewer, but also the appropriate parts of the brain that "mirror" the feelings, impulses, and stimuli that the speaker himself has experienced in the story. In evolutionary terms, storytelling was and is likely one of the main ways of expressing our own world experiences around us, where listeners are evolutionarily "conditioned" to react in exactly the way described above. Therefore telling stories or storytelling is one of the most effective ways for "building chemistry" with the interlocutor in the complex b2b sales environment.

Training content:

1. Why is storytelling an effective tool in a b2b sales conversation?

Participants will be introduced to practical examples of practices that confirm the effectiveness of storytelling as sales techniques.

2. What makes a good sales story?

Every good story, even the sale, must contain certain elements that contribute to its effectiveness. In this section, participants will get to know the same and learn to use them in their own sales work.

3. Types of sales stories

Sales talk is a complex communication environment with different stages of development and therefore it is important to have a quality sales story for each of them.

4. How to tell the interlocutor to present his own tales

The stories that are being spoken during a sales conversation need not only be those of the seller. The tales of the interlocutor are equally important if we want to build a quality relationship. Participants will learn how to encourage the interlocutor to take this important step.