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UK-based. Working with sales teams across Europe.
The Sales House

Storytelling for Account Executives

Turn product features and customer case studies into memorable sales stories that make value tangible for different buyers.

You own the number, but not every part of the buying decision. Research competes with meetings, discovery can stay on the surface, and a promising demo can still end in silence. We understand the pressure to create pipeline, earn trust and keep a complex opportunity moving without pushing the buyer. The AE Lab gives you space to sharpen the conversations and judgement behind the result.

Enquire About This Lab Explore the course
Two sellers role-playing a customer conversation while a colleague observes
The Sales House
Explore. Practise. Perform.

Duration

Half day · 3.5 hours per half day

Group size

8–10 delegates

Format

Online or face to face

Price — Face to face

From £1,150

+ VAT

Price — Online

From £900

+ VAT

where understanding becomes useful —

Why this course matters

The right story makes customer value easier to understand and remember.

What you’ll explore in the Lab

When sales conversations lead with features and data alone, buyers can struggle to see why a proposition matters to their business. This half-day course helps account executives use storytelling to make value tangible, applying a simple structure: situation, tension, resolution and result.

Delegates build a library of customer success stories for discovery, demos and proposals, exploring why stories persuade and how to adapt them for different stakeholders without losing the substance. Through peer practice and feedback, sellers develop a more purposeful way to communicate customer outcomes, whether strengthening an established sales approach or introducing a new product or proposition.

a real challenge. a purposeful response.

The challenges this addresses

  • Customer proof points presented without a useful sales narrative
  • Generic stories missing the priorities of their intended audience
  • AE story libraries lacking structure for discovery and demo use
  • Product launch conversations struggling to make customer outcomes tangible

What this can change at work

Make value easier to grasp without stretching the evidence. AEs practise turning customer examples into clear stories with a situation, tension, resolution and result, adapted to the people listening. Managers can coach both relevance and substance, while teams build a usable story library for discovery, demos and proposals. The business gains a more coherent way to explain customer outcomes and introduce propositions through conversations buyers can follow.

Stories with a structure

AEs frame customer examples around situation, tension, resolution and result, making the link between the original problem and outcome clear.

Examples selected for relevance

Before a discovery call or demo, sellers choose a customer story that reflects the audience’s priorities rather than their favourite anecdote.

A usable story library

Teams organise evidence-grounded customer stories for discovery, demos and proposals, adapting the emphasis for different stakeholders without changing the substance.

Explore. Practise. Perform.

Less theory. More application.

What participants will practise

Realistic sales scenarios, role-play and peer feedback around why stories persuade more than data alone and a simple sales storytelling structure. Where helpful, participants work on their own live (or anonymised) opportunities.

What they’ll take away

Take-away materials with the questions, frameworks and techniques covered, plus a short personal action plan for the next customer conversations where the skill matters.

How we help it stick

Reflection and action planning are built into the session. Reinforcement such as manager guides, follow-up labs or coaching depends on the programme you choose and is agreed with you.

How we make learning stick

Inside the workshop

Working in a small group of 8–10, delegates explore the storytelling structure before applying it to their own customer examples. Interactive breakouts, peer-to-peer learning and live practice give them opportunities to adapt stories for different stakeholders and refine their delivery through feedback. They leave with a practical storytelling framework and a developing library of customer stories for discovery, demos and proposals.

Make Storytelling for Account Executives relevant to your business

Tell us where you want to make progress with why stories persuade more than data alone. We can discuss suitable workplace examples, priorities and access needs before agreeing the scope. Choose live online or face-to-face training for your UK or European team, with delivery arrangements agreed before booking.

Discuss a customised version

What the training covers

The scope below sets out the subjects covered. Workplace examples and practice are shaped around your team within the booked format.

  • Why stories persuade more than data alone
  • A simple sales storytelling structure
  • Building customer success stories
  • Using stories in discovery, demos and proposals
  • Telling stories to different stakeholders
  • Peer practice and feedback

What’s included in your booking

Your booked time and format
Half day · Live online or face to face, agreed before booking · 8–10 delegates.
Included in every course
  • Interactive, facilitator-led learningLive, hands-on sessions built around practice and participation.
  • Group discussionsShared conversations about real situations, so people learn from each other as well as the facilitator.
  • Breakout exercisesSmall-group practice, role-play and problem-solving, online or in the room.
  • Take-away materialsCourse materials, tools and templates to use back at work.
Facilitated learning and practical application
The subject coverage, exercises and facilitator feedback described above, with space to connect the learning to relevant workplace situations. The workshop description sets out the specific plans, prompts or tools developed in this course.

Follow-up coaching, refresher sessions and additional delivery days are not automatic inclusions; any additions are agreed in your proposal. Travel, venue arrangements and any software licences are confirmed separately where relevant. Prices exclude VAT.

Outcomes

The capabilities delegates work towards through the training and practice:

  • Structure a compelling sales story
  • Build a library of customer stories
  • Use stories to make value tangible
  • Adapt a story for different stakeholders

the next conversation is where it counts —

Take it back to work.

Choose a real situation where you want to apply the learning. Use it to turn an outcome into a manageable first step, then reflect on what changes.

Choose

Start with one priority: Structure a compelling sales story.

Apply

Try the approach in a relevant task or conversation. Note what felt useful and what you would adapt.

Review

Reflect on what happened, seek feedback where appropriate and choose your next step. Follow-up support can be discussed separately.

Bring this topic to your next event

We can discuss adapting Storytelling for Account Executives into a keynote or large-group session, focusing on the themes most relevant to your audience. Depth, activities, timings and any follow-up depend on the format and package you choose; an event session is not a substitute for the full course.

Explore Speaking & Events

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Course synopsis

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3 live sessions · 2.5 hours each

Outcomes — you'll be able to

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your sales team. your priorities. your programme. —

Build your own sales programme.

Combine courses, focus on your skills gaps and shape the learning around your sales cycle. Standard workshops run with 8–10 delegates; BDR and MEDDPICC sessions have a maximum of eight; Sales Leadership workshops run with 6–8. Smaller bespoke cohorts can be discussed, with pricing agreed for your programme.

Your people. Your priorities.Ready to sell better? Build your programme.A programme shaped around your people — and the progress you want to make.

Where better selling begins.

Your team doesn’t need more slides. They need skills that stick.

Know you need help? Book a relaxed, no-obligation 30-minute call. We’ll talk through your team and challenge, and you’ll leave with an honest view of the options — no brief or programme needed.

Book a Discovery Call Enquire about this course