Stories Are How Buyers Decide

Storytelling Workshop

Buyers don’t make decisions based on features, architectures, or explanations.
They decide based on meaning.

The Storytelling Workshop helps Sales Engineers turn complex ideas into clear, compelling narratives that buyers understand, remember, and act on - especially during discovery, demos, and executive conversations.

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Why This Program Exists

Most technical sellers are taught what to say, not how to say it.

As a result, teams often struggle with:

Demos that explain well but fail to persuade
Value statements that sound generic or forgettable
Executive conversations that don’t quite land
Over-explaining instead of creating clarity
Buyers who nod along but don’t move forward

The issue isn’t knowledge.

It’s the inability to translate that knowledge into meaning buyers care about.

This workshop addresses that gap.

How this program helps.

The Storytelling Workshop teaches Sales Engineers how to frame ideas in a way that connects technical capability to real-world outcomes.

Participants learn how to:

Turn features into outcomes buyers can visualize

Use stories and analogies to simplify complex concepts

Create emotional relevance without hype or deceit

Structure demos and conversations as narratives, not tours

Adjust stories based on audience, context, and stage

What participants learn in this program

1. What drives purchase decisions

Participants learn why stories are more effective than explanations, and how buyers actually interpret and remember value.

2. How to turn features into meaning and relevance

SEs learn how to move beyond describing what the product does and instead communicate why it matters in the buyer’s world.

3. How to use "Word Pictures" to create clarity

Participants practice using relatable analogies and examples that make complex ideas easier to grasp and harder to forget.

4. Storytelling in discovery, demos, and executive conversations

Storytelling is applied across the sales motion, not just reserved for presentations or closing moments.

5. How to balance structure and authenticity

SEs learn how to use simple storytelling frameworks without sounding scripted or artificial.

Who is this program for?

Sales Engineers and technical sellers at any experience level

Teams selling disruptive, complex, or abstract solutions

Organizations moving upmarket or engaging executives more frequently

Leaders looking for demos to create momentum, not just understanding

How is this program delivered:

The Storytelling Workshop is an interactive, instructor-led session focused on real application.

Participants work with real examples from their product, market, and pipeline, not generic scenarios.

Onsite

This program is ideally delivered onsite, in-person, in one- or two-day workshops. (Ideal for SKOs.)

Virtual

It can also be delivered remote via zoom in a series of sessions for groups up to 25 people.

Enablement Program

This course can also be delivered as part of a broader enablement or reinforcement program.

How this Program Fits

The Storytelling Workshop can stand alone or complement other programs.

It pairs especially well with:

The Discovery Workshop, where insight is uncovered
The Six Habits Workshop, where storytelling supports preparation and performance
AE–SE collaboration initiatives, where shared narratives strengthen alignment

Many teams use this workshop to improve how value is communicated once discovery and collaboration are in place.

The Result?

Inspirational Relevance

SEs frame value in a way that resonates emotionally , helping buyers see what’s possible and why it matters.

Demos Create Momentum

Demos become stories with intent, guiding buyers toward decisions instead of overwhelming with data.

Stronger Executive Buy-in

SEs communicate with confidence and relevance in front of senior stakeholders.

Value the Sticks

Buyers leave conversations able to clearly see how your solution fits their world and moves them forward.

Ready to Make Your Message Land?

Let’s discuss your team, their demos, and how well their stories are landing.

If the Storytelling workshop is a fit, we’ll outline next steps. If not, we’ll point you in a different direction.