4/22/2025-“Wanna hear a good value prop?”

Storytelling is a natural talent for about 1% of the population, so don’t be intimidated if you aren’t a good storyteller. Remember, your buyer only has an attention span that runs about 90 seconds!

What would your buyers rather hear you say:

"Do you want to hear a good value proposition?"

or

"Do you want to hear a good story?"

Stories are engaging; value props are kinda boring. (But yes, necessary).

Sales storytelling becomes art when you creatively insert your VP into your stories!

Before your prospects and clients decide to buy from you, they first decide whether or not to listen to you. A good story will get attention every time.

Today, take a moment to reflect on a work experience you recently had that can be packaged into a story.

And then, build and practice your story according to this traditional formula:

1. Intro/set-up

2. Conflict description.

3. Resolution.

4. Payoff. What’s in it for the buyer? Why should they care? (Where’s the value for them?)

Pick a specific part of your VP and practice putting it in a story for your customers.

Business storytelling need not be intimidating…your stories are merely your experiences packaged into anecdotes. Throw in some of your natural charisma and charm, and you’re on your way to engaging even the stiffest of your customers.

The key to good storytelling is how you frame the points you want your customer to remember. Take your value prop, for example. You could recite it as a script – just as it was handed down to you – or, you could package some of its salient points into a story about another anonymous client who is experiencing the same challenges as the prospect you’re pitching.

One thing is for sure: Your stories won’t get good unless you practice them. And because they’ll only run for about 90 seconds to two minutes, you can practice waiting for the light to turn green while out running errands.

Think of all the things that occur with your customers and challenge yourself to re-tell them with a bit of pizazz thrown in. Do they sound compelling to listen to if you were the buyer? Remember, each time you tell the same story, it’ll change and get better!

Watch Adam Driver beat himself up while trying to tell a story in this short clip. (Whoa, that’s a big swing and a miss, Adam. It’s gotta be a gimmick, no?)

Storytelling isn’t easy for anyone so don’t freak out if you have trouble telling stories.

Create a few Go To stories you can use for a few different situations, and expand from there.