Service
Training Sales Teams with B2B Storytelling
Transform your sales team into trusted advisors through the power of storytelling. Shift from pushing products to creating value-driven, emotional connections that inspire trust, build relationships, and drive buying decisions.
Problem
The XXI century has hit sales functions hard. It has created a new and stressful reality for salespeople.
Marketing and Sales teams usually work disconnected. How to make them work together?Also Salespeople were used to face-to-face encounters, product demonstrations and relying on long-term relationships. Suddenly, the reliable model became inefficient. How to give sales teams new tools to be effective?

Purchase Likelihood

Purchase Later (55%), Other Actions (45%)

Story Sharing

Share Story (44%), Other Actions (56%)

Immediate Purchase

Buy Immediately (15%), Other Actions (85%)

Approach
Storytelling is a very powerful skill. Humans have used storytelling since the beginning of time to communicate, exchange information, and motivate others to act.
By mastering storytelling techniques, your sales force transitions from presenting and defending, to listening, reflecting, and co-creating a shared vision of value. This skill set not only facilitates better online and on-site conversations but also builds deeper, trust-based relationships, sparks curiosity, and demonstrates genuine expertise.
However mastering Storytelling in a B2B context is not an easy task and intensive preparation and training must not be neglected. You have to make your Customer an Hero, and you are only the sucess driver of it's success story. Not the other way round.
That's why your Sales Force and your Marketing Team must be trained to work together to join forces and make the sales process a true and lasting success based on trust that builds long-lasting relationship.
Process

Training your Marketing and Sales Teams on Storytelling skills to conduct sales conversations to build trust

Step I
Collecting sucess stories with your Services or Products from your actual customers
The first step is to collect success stories from your actual customers.
Your customers are the Heroes of the stories not your company.
Stories must follow also a correct Narrative Arc sequence: Setting,Complication, Turning Point, Resolution and Morale.
After the right story prepared the right way is build, now you are prepared to embeed their content into the sales conversations
Step II
Training sales team to:
to drive empathic use storytelling on sales conversations
Now that you have a collection of stories to tell, you must train your sales teams to use them on the sales conversations.

This is no easy task, cause people are not trained to tell stories and listen to customers. They are trained to start selling why customers should buy your services or products. But this sales conversations are all similar and they don't build trust anymore. Just telling which are your differential variables is not enough.
Training sessions must be conducted to make your sales team know how to start a conversation capturing the attention and succeding to engage customers through stories that make sense to them.
Customers are the heroes, not you
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Step III
Training Sales Teams to: Demonstrate knowledge and expertise in solving customer problems
People follow people they trust.
To listen to stories of success from other customers is much more powerfull than telling you are the best option.
Customers must realize by themselves you are the best option because you solve problems other customers had that are like their own. But again techniques of demonstrating expertise based on stories are specific and must follow the Narrative Arc adapted to each situation.
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Step IV
Nurture customer ambassadors who will give you referrals
People love to tell and share their stories. This is no exception to your Customers.Therefore to collect new stories from your Customers make them your best ambassadors and will provide a precious source of referrals.
Roll out
Result
Providing your Sales and Marketing teams with storytelling skills is mandatory to make them work together, to conduct sales conversations based on true stories , engaging and capturing attention of your Customers and Buyers, building deep, trusting relationships according to your needs or as a consequence of The Plan of Growth and Reputation. 
Essency teamed up with Story Seekers (Poland) to train your Sales and Marketing teams to work together and create such connections with your Customers.
Our Clients Stories of Success
See what our clients are saying about their transformative experience with Essency.
At Alliance Healthcare we believe leadership is mandatory. To reach it and, above all, to maintain it is only possible through a culture that fosters the spirit of partnership. And true partnerships grow based on trust. Trust is what defines our relationship with Essency. We have jointly created a concept of a unique team that helps us to build the path that links Strategy to Execution.
Tiago Galvão
Ex-CEO, Alliance Healthcare
Our Clients Stories of Success
See what our clients are saying about their transformative experience with Essency.
Having double-digit growth in the previous three years and being considered one of the best consultants to work in Portugal, it was imperative to understand how our added value and brand were perceived by our customers to design our future strategy. We found on Essency a partner that helped us to have it clarified and, moving forward, to design a plan together that allowed us to bridge the gap between what we wanted to be as a company, for our clients and our people, and whas was not yet clear acros the market.
MIGUEL TEIXEIRA
CEO, EVERIS - NTT DATA
Our Clients Stories of Success
See what our clients are saying about their transformative experience with Essency.
They helped us turn high-leve brand strategy into specific elements of a new branded customer experience that could be delivered in complex operational situations. Their ability to draw on a broad range of perspectives from within and outside our sector helped us raise the bar on what to deliver and consider new ways to make it happen..
Peter Gowers
CEO, IHG

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