NEW! Story Selling Strategies and Skills

By aligning customer emotional journey and sell-logic, customer buy-in becomes more holistic, and thereby more probable.

The course first anchors participants onto frameworks and principles. Then it takes the participants through two major phases: tool and strategy-guided story-crafting and story selling execution. Thereafter, participants get to use the tool to analyze real situations, determine strategies and select the appropriate style to craft and execute story selling.


Benefit to Companies:

Companies of seminar participants will:

  • Gain revenues from improved story selling skills
  • Secure not only logical buy-in points from customers but emotional appeal and stickiness
  • Reinforce customers’ appeal and loyalty to company brand/s
  • Manage customer issues more effectively


Benefit to Participants:

At the end of the seminar, participants should be able to:

  • Effectively sell using combined sell-logic and emotional journey management
  • Gain knowledge of frameworks and principles in story selling
  • Acquire valuable tools to craft selling stories, using story styles anchored on situation-appropriate strategies
  • Secure skill seeds in executing story selling
  • Earned additional confidence points


Program Overview 

Pre-cursor Activity

Part 1: Frameworks and Principles

·         SSS Mother Framework

·         SPACE Analysis

·         8 Emotional Journeys

·         1 Pre-buy-in and 3 Buy-in Phases

Part 2A: Story-selling Strategy-Anchored Crafting Template

·         What are the Template Segments

·         How to Lay down the Situation Using the Template

·         How to Analyze the Template to Determine Strategies and Styles

Part 2B: Story-Selling Template-Guided Strategy Determination Workshop

·         Exercise on Filling up the Template Using Participants’ Real Situations

·         Exercise on Analysis to Determine Story Selling Strategy

Part 2C: Story-Selling Style Selection Workshop

·         Progressive Exercise on Filling up the Template Using Participants’ Real Situations

·         Progressive Exercise on Determining Strategy-aligned Story Selling Styles

Part 2D: Story-Selling Crafting Exercise

·         Template-guided Exercise  in Crafting a Sell Story

·         Pre-testing a Crafted Sell Story

Part 3A: Story Selling Execution Skills Input

·         Audience Captivation

·         Emotional Journey Management

·         Buy-in Phases Management

·         Aligning Action

Part 3B: Story Selling Execution Skills Workshop

·         Reality-Simulated Presentations of Output

·         Critiquing and Reinforcement of Story Selling Presentations

Learning Summary and Skill Development Tips



Seminar Methodology


Utilizes the following:


•      Interactive Lectures

•      Real Stories (Cited Cases)

•      Tool Laboratory

•      Skill Exercises

•      Class Presentations with Reinforcement and Critiquing

•      Class Discussions


Case examples from the following products / industries may be cited:


  • Advertising
  • Automotive
  • Agriculture
  • Banking
  • Construction
  • Consumer Durables
  • Direct Selling
  • Distribution
  • Energy
  • Events Marketing
  • Fast Moving Consumer Goods (Food & Beverage, Personal Care, Cosmetics)
  • Forwarding
  • Insurance
  • Media
  • Network Marketing
  • Pharmaceuticals
  • Professional Services
  • Technology
  • Telecom


Case examples of the following scenarios shall be discussed:

·         SSS Mother Framework

·         Analyzing S.P.A.C.E.

·         Each of the Buy-in Emotional Journeys

·         Each of the Buy-in Phases

·         Story Crafting Tool Usage

·         Story Selling Execution

Who should attend:  This course should be required for every:

·         sales person, young or old, inexperienced or a veteran,

·         sales supervisors, sales managers, and sales directors

·         brand and marketing supervisors, officers and managers

·         customer service officers, supervisors, managers

·         top management executives

·         professional buying/procurement personnel

·         entrepreneurs

Regular Rate

(If paid during July 16-August 1)

On-site Rate

(If paid during or after the training)

Closing Date





Deadline : Aug 01, 2018