Use your story to succeed in sales

Tell Stories to Succeed in Sales

May 29, 20243 min read

Unlocking Authenticity Through Your Core Process

Imagine sitting around a campfire, the crackle of flames punctuating each tale told. Just as each flicker of flame brings warmth, each story shared deepens connections. Similarly, in the realm of business, the art of storytelling is pivotal. Stories not only captivate but also convey the essence of your brand in a way that statistics and hard sales cannot. For entrepreneurs and business owners, understanding and leveraging your core process is key to mastering this art in the sales process.

What is a Core Process?

A core process is a fundamental sequence of actions unique to you or your business that you naturally follow to achieve desired outcomes. It reflects your inherent values and operational style, guiding how you approach tasks, including crafting compelling stories for your audience.

The Importance of Storytelling in Sales

Storytelling in sales isn't just about making a pitch more engaging; it's a powerful tool to make your brand relatable and memorable. As renowned screenwriter Robert McKee advises, "Storytelling is the most powerful way to put ideas into the world today." When you understand your core process, you can harness it to tell stories that are captivating and deeply authentic.

Crafting Authentic Content Through Your Core Process

Each step in your core process offers a chance to generate and refine stories that resonate with your audience. When aligned with this process, your stories naturally reflect the unique aspects of your brand, enhancing how you connect with clients. As literary giant Maya Angelou once said, "People will forget what you said, people will forget what you did, but people will never forget how you made them feel." Effective storytelling makes your audience feel understood and valued, fostering stronger relationships.

The Risks of Disconnect from Your Core Process

Ignoring your core process when telling stories can lead to several issues:

  • Lack of Authenticity: Stories that don’t align with your true brand identity can feel disjointed or insincere.

  • Reduced Impact: Inauthentic or formulaic stories are less likely to engage or be remembered by your audience.

  • Missed Opportunities: Every sales interaction is an opportunity to tell a compelling story. Without leveraging your core process, the content might not fully capture or convey your brand's unique value.

Anna Wintour, editor-in-chief of Vogue, emphasizes the consequences of inauthentic storytelling: "People respond well to those that are sure of what they want. Inauthenticity is immediately recognizable."

Integrating Your Core Process for Effective Storytelling

Here’s how you can integrate your core process into your sales storytelling:

  1. Identify Key Elements: Understand the components of your core process and how they can structure your story.

  2. Consistency: Use your core process to maintain consistency in your storytelling, reinforcing your brand identity across various platforms.

  3. Personalization: Tailor stories to reflect the specific needs and interests of your audience, using insights from your core process to guide customization.


Storytelling in sales is about more than just selling a product or service—it’s about creating an emotional connection with your audience that can lead to long-term loyalty and engagement. By aligning your storytelling with your core process, you ensure that every narrative is authentic and tailored to resonate deeply with your audience. This alignment turns every sales interaction into a compelling narrative that tells and sells, weaving your brand’s values and vision into stories that stick.

Harness your core process to tell stories that captivate, connect, and convert, making each sales experience not just a transaction but a memorable journey.

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Joey Chandler

I love talking about who we are and how we can bring more of the to our lives and the world.

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