Great stories start with trust (and data builds it)
Stories are one of the most powerful tools in sales. They spark curiosity, connect emotionally, and make your pitch more memorable. But as Josh pointed out, stories without data lack credibility.
“Authenticity builds trust, and trust builds partnerships. That’s how you turn a prospect into a long-term customer,” Josh explained.
Data provides the foundation for that authenticity. Whether it’s an ROI projection or a relatable insight into your prospect’s challenges, the right numbers make your story believable.
For example, research from HubSpot reveals that 75% of prospects expect sales reps to use data during their pitch—but it’s not just about throwing numbers at them. Instead of saying, “Our solution increases efficiency by 25%,” show how a client saved two hours per employee per day within their first month of using your product. A concrete, relatable example paired with data builds trust while keeping your story engaging.
How to craft a story your audience cares about
No two sales pitches should be the same. As Anna put it, “You’re never having the same conversation or talking to the same person, so you shouldn’t use the same approach every time.”
Relying on a one-size-fits-all pitch will leave your audience disengaged. Instead, tailor your narrative to their specific needs, goals, and pain points. For example:
- For a tech startup: Focus on bold, innovative ideas and how your solution can scale alongside their growth.
- For an established enterprise: Lean into detailed case studies, proven ROI, and how your product integrates seamlessly into existing systems.
Tailoring your message doesn’t mean starting from scratch every time—it means understanding your audience’s priorities and adapting your framework to meet them. The more relevant your story, the more likely it is to resonate.
Using data to enhance your story, not bury it
With so much information at your fingertips—especially with the growing use of AI in sales—it’s easy to overwhelm prospects with stats, graphs, and charts. But as Anna shared from her experience, too much data without context can do more harm than good.
“I once skipped the context and went straight to the conclusion. I had great data, but the client was lost because I didn’t make it relatable,” Anna admitted.
To avoid this pitfall, start with the "why" behind the numbers. Why does this information matter to your prospect? What’s the emotional connection that makes it meaningful?
For instance, instead of presenting raw efficiency metrics, connect them to your prospect’s pain points: “This data shows how you can save two hours a day per employee, freeing up time for strategic initiatives like client retention and team development.”
When data supports your story rather than overshadowing it, you create a pitch that is both logical and emotionally engaging. AI in sales can help uncover insights, but it’s your storytelling that turns those insights into meaningful conversations.
The balance between art and science
Selling is about finding the perfect balance between storytelling and data. A compelling story builds connection, while data builds trust. Together, they create a pitch that’s not only impactful but also memorable.
Mastering this balance doesn’t just close deals—it lays the foundation for lasting partnerships. Tailor your approach to each prospect, and remember that the most effective pitches are those that blend creativity with credibility.
Ready to learn more?
Want to dive deeper into these ideas and hear more actionable advice? Watch the full discussion with Anna Peggram and Josh Squires, where they share more strategies for mastering the art of selling with data and storytelling.
