Alright, let’s talk about what really goes wrong with most sales stories—because I’ve been there, and I’m sure you have too. You’re talking to a prospect, and somewhere between the “history of our company” and “we’re the best at what we do,” you start to notice that glazed-over look in their eyes. It’s a classic sign: your story isn’t hitting home. So, if we’re going to fix this, we have to start by ditching the mistakes that kill a sales story.
Here are three big ones—and how we can do better.
Mistake #1: Letting the Story Go Flat
Here’s a reality check: if your story doesn’t grab them in the first few seconds, they’re mentally checking out. Boredom is a killer in sales, and the scary thing is that most of us don’t even know when we’re being boring. We get caught up in the “look at all we’ve done” mode and forget that the customer doesn’t really care about our achievements or how long we’ve been around. They’re thinking, What’s in this for me?
Here’s what works instead: talk impact. Get straight to what matters to them. Focus on outcomes and results that your product or service delivers, not the backstory. When you make the story about what they stand to gain, you’ll have their attention.
Mistake #2: Making It All About Us
Let’s be real—no one likes the person who only talks about themselves. And yet, it happens all the time in sales. We think we’re sharing what’s great about us, but to the customer, it just sounds like “me, me, me.” They want a partner, someone who understands them and their challenges, not just a salesperson hyping up their product.
So here’s what I’ve found works better: shift the spotlight onto the customer. Make them the hero, not your product. When you start talking about the problems you solve for them, the ways you help them succeed, you’re showing that you get it. It’s a small shift, but it makes all the difference. Now, instead of sounding like a pitch, your story feels like a conversation—and that’s when real connection happens.
Mistake #3: Overcomplicating It
I’ll admit, this one’s easy to fall into. You’re excited about the features, the technical specs, the unique processes that make your product top-notch. But here’s the truth: too much detail too soon will make your story feel heavy and hard to follow. I’ve learned that people don’t buy because they understand every last feature—they buy because they see the benefit.
So, keep it simple. Focus on the core elements: the problem, your solution, and the difference it makes. Think of it as an introduction, not a full explanation. When you keep it clean and clear, they’re more likely to lean in and want to know more. And when they ask, that’s when you bring in the details that seal the deal.
Pulling It All Together
Look, a great sales story isn’t about impressing them with everything you know. It’s about connecting in a way that makes them see you as the answer to their problem. So, make it tight, keep it real, and most importantly, make it about them.
If you nail this, you’re not just telling a story—you’re creating a moment that sticks with them. And that, my friend, is when the real selling begins.
