Insight-Based Messaging & Storytelling
Story Telling
Insight-Based Messaging & Storytelling
Turn your sales pitch into a story that closes more deals
Stories are one of the most powerful tools for influencing customer behaviour, but not all stories are created equal. The most effective ones are goal-oriented and audience-centric, shaped intentionally around who you are speaking to, where they are in the Buying Cycle, and the specific outcome you want to achieve.
This course provides a practical framework for crafting stories that truly connect with customers. Participants learn how to use insights to build relevance, spark interest, and shape narratives that address concerns and make the case for action.
By the end of this course, participants will communicate with greater clarity and influence, turning storytelling into a strategic tool that drives stronger, more commercially aligned outcomes in every interaction.
Course Overview
This module explores the transformative power of storytelling in sales and why it can elevate customer interactions, including:
- The Power of Storytelling: Gain the ability to use storytelling to create breakthrough insight, influence customer thinking, and build stronger trust in your conversations.
- The Goal of the Story: Learn to set precise, commercially focused objectives so every story drives a clear, intentional outcome.
- Mining for Insight: Develop the skill to surface meaningful, commercially relevant insights that spark “Aha!” moments and strengthen your ability to persuade.
- Structuring the Story: Master proven frameworks (SCR and the Pyramid Structure) to organise your message into a narrative that is easy to follow, hard to forget, and compelling to act on.
- Crafting the Story: Learn to design stories that land powerfully: creating System-1 impact, building emotional resonance, and crafting memorable endings that inspire action.
- Tailoring & Testing the Story: Build the capability to adapt your story for different audiences, contexts, and cultures, and stress-test it to ensure clarity, relevance, and credibility.
- Delivering the Story: Strengthen your ability to deliver stories with confidence and presence, ensuring your message lands with impact and moves customers toward the next step.
Impact
The business impact on your organisation will include:
- Improved win rates in sales pitches.
- Enhanced account penetration and customer lifetime value.
- Improved customer trust and stronger long-term relationships.
- Increased sales confidence and resilience.
- Positioning your organisation as a trusted, agile partner.
Who is it For?
This course is designed for sales leaders, account managers, marketing professionals, and other client-facing roles who want to elevate the way they communicate with customers. It’s ideal for anyone looking to move beyond generic pitches and craft tailored, compelling stories that address real customer needs and open the door to stronger commercial opportunities.
Formats and Duration
The programme is part of Imparta’s modular curriculum. It is available as:
- eLearning (complete modules, plus individual assets that you and your teams can embed into playlists).
- Three experiential half-day virtual sessions, or a 1.5-day instructor-led workshop.
- Modules that can be combined with other courses.
Application Tools
Application tools (Canvases) are available in print, editable PDF and Excel versions. They are also available as native Salesforce tools and standalone tools within our platform.
The Canvases help attendees to embed their new skills, and to apply them to winning business and improving account profitability.
Explore the modules
The Power of Storytelling
Impact: All
Explore how storytelling transforms sales conversations through insight, influence, and trust. Understand when storytelling works—and when it doesn’t—and learn to balance narrative with data to meet your audience’s expectations and context.
The Goal of the Story
Impact: All
Define clear storytelling objectives aligned to customer needs and Buying Cycle stages. Learn how to use stories to spark curiosity, create urgency, overcome objections, drive renewals or expansion, and much more.
Mining for Insight
Impact: All
Discover how to uncover actionable insights using AI tools and analytics. Learn to tailor stories that resonate across industries, personas, and Buying Cycle stages, emphasising relevance and answering the all-important “so what?” in storytelling.
Structuring the Story
Impact: All
Master proven storytelling frameworks such as the Hero’s Journey and Situation-Complication-Resolution. Build narratives with logical flow, emotional hooks, and a clear path from problem to resolution that keeps your audience engaged.
Crafting the Story
Impact: All
Craft stories that captivate, persuade, and stay with your audience. Incorporate compelling visuals to enhance clarity and engagement. Maintain authenticity and strike the right balance between emotional resonance and factual credibility to maximise your impact.
Tailoring the Story
Impact: All
Adapt stories to resonate with different audiences, industries, and cultural contexts. Use empathy mapping to uncover emotional drivers, challenges, and motivations. Customise narratives to reflect local sensitivities, address specific objections, and demonstrate clear value in every scenario.
Delivering the Story
Impact: All
Develop confidence in delivering stories through powerful verbal and non-verbal communication. Learn how to use voice, body language, and pauses to maximise engagement and adjust delivery based on real-time audience reactions.
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