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.

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


  • 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


  • 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


  • 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

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 

Partner and Chief Sales Strategist
26 year-plus veteran of Training, Coaching and Consulting. 28 years of successful sales, buying and negotiation practice, injector of science in the fields of selling, negotiation, sales management, business-to-business marketing, and retail optimization as well as management via his original framework, processes and tools. He is the pioneering developer of the world’s first mathematics of negotiation, strategic nego-mapping methodology, 3D Language Wheel (verbals tones and body language), selling  mechanics as well as systematic account development strategies, tools in a business-to-business setting,  sales management framework, simplified problem solving, effective coordination, the 4 modes of management, conflict resolution, problem solving, effective coordination and smoothen communication in organizations and many more. He provides a 360-degree and multi-dimensional set of perspectives from that of the CEO, middle management, down to that of the front-liner and staff member and has had exposure in almost every industry.