There’s a saying in sales: if your story doesn’t captivate your audience, it’s not a story—it’s a snooze fest. Salespeople often fall into a few traps when telling their story, making the pitch fall flat before they even get to the good stuff. The three biggest mistakes? Being boring, self-focused, and too complicated. I’ve seen and, unfortunately, made each of these mistakes in my own journey. Overcoming them has been transformative, turning conversations that used to fizzle out into engaging dialogues that lead to real results.
1. Boring: Don’t Just Tell – Compel
The first mistake that sinks a sales story is simple: it’s boring. When a story is bland and uninspired, it doesn’t stick, and it certainly doesn’t motivate. The danger of being boring is that it gives prospects no reason to care about what you’re saying. The worst thing a prospect can think is, Why am I listening to this?
Why Does This Happen?
Boring sales stories tend to focus on generic information. They may dive into bland facts and features without explaining why those details matter. It’s easy to fall into this trap, especially if you’re well-versed in the technical aspects of your product. But most prospects aren’t motivated by raw data or detailed specifications—they’re moved by what those details mean for them.
My Experience with Boring Stories
Early in my career, I had a pitch that was painfully dull. I talked about features, integrations, and technical specifics, thinking they’d impress. Instead, I’d get blank stares. I realized my story wasn’t grabbing attention; it was putting people to sleep. I learned that what mattered was how my product could solve problems they cared about.
How to Avoid Boring Stories
Make it lively. Paint a vivid picture of what life could look like for your prospect with your solution in place. Share real-world examples and use energetic language. Instead of droning on about a feature, talk about the impact that feature has made for a customer.
Actionable Tip: Ask yourself, “If I were hearing this for the first time, would I care?” If the answer’s no, add a hook or example that resonates with your prospect’s world.
2. Self-Focused: Put the Prospect, Not Yourself, at the Center
One of the most common traps salespeople fall into is making the story all about themselves—their product, their features, their company’s achievements. This mistake can make prospects feel unimportant and even irritated. If it’s clear that we’re focused on us instead of them, why should they listen?
Why Does This Happen?
Salespeople are naturally proud of what they’re selling. We know the ins and outs of our products and our companies, and we’re eager to showcase our strengths. But in our eagerness, we sometimes forget that prospects are more interested in their own needs than in our products’ glory.
My Experience with Self-Focused Stories
I’ve learned this lesson the hard way. There was a time I’d start with, “We’re the industry leader, and we have the best technology…” It wasn’t long before I noticed prospects’ eyes glazing over. They didn’t care about our accolades—they cared about their own challenges. Shifting the focus to their needs rather than our achievements transformed my sales conversations.
How to Avoid Self-Focused Stories
Switch the focus from “we” to “you.” Use language that acknowledges the prospect’s needs, issues, and goals. Instead of saying, “We provide excellent customer service,” try, “You’ll have a team dedicated to supporting you every step of the way.” Make them feel like they’re the center of the story—because they are.
Actionable Tip: After crafting your story, read it through and underline every mention of “we” or “our.” If it’s filled with these words, it’s time to revise. Aim to turn those into “you” and “your.”
3. Too Complicated: Simplify, Simplify, Simplify
It’s easy to overload a story with too much information. When a sales story is complicated, it becomes overwhelming and hard to follow. Your prospect shouldn’t need a decoder ring to understand what you’re offering. If they get lost or confused, you’re likely to lose them for good.
Why Does This Happen?
Sometimes, salespeople assume that more details will make their story sound more impressive. It’s also natural to want to cover all the bases, especially with technical products. However, the more details you pile on, the harder it is for prospects to stay engaged. Complexity can also be intimidating; if they don’t understand the basics of your story, they’re unlikely to want to learn more.
My Experience with Complicated Stories
When I first started selling software, I’d rattle off every feature, every integration, every unique detail. My goal was to wow prospects with our tech’s sophistication. But instead, I often got, “I think I need to think about it,” or “This sounds too complicated for us.” I learned to distill my pitch to what mattered most to the client and realized that simplicity won every time.
How to Avoid Complicated Stories
Focus on the essentials. Stick to the core points that matter to the prospect. Use plain language and avoid jargon. Imagine you’re explaining your solution to a friend outside the industry—how would you simplify it for them?
Actionable Tip: Aim to keep your story within a minute or two. If you can’t summarize your solution simply and briefly, you might be trying to include too much.
Putting It All Together: Crafting a Clear, Customer-Centric Story
Avoiding these three common pitfalls can turn your sales story from a lackluster pitch into an engaging, memorable experience. Remember:
- Avoid Boring: Speak to what excites the prospect. Add color and energy, and emphasize benefits over features.
- Avoid Self-Focused: Make it about them. Prioritize their goals and challenges over your own accolades.
- Avoid Complicated: Streamline your message. Keep it concise and relevant, and don’t drown them in detail.
Turning Mistakes into Motivation
If you recognize any of these mistakes in your own approach, don’t worry—I’ve been there. These are natural missteps for any salesperson. But by consciously focusing on your audience’s needs, simplifying your story, and keeping things exciting, you can turn these missteps into a powerful advantage.
A clear, compelling story is the foundation of any successful sales conversation. It’s not just about what you’re selling; it’s about showing the prospect what’s possible for them. When you start with a story that’s relevant, engaging, and easy to understand, you’re setting yourself—and your prospect—up for success. So, take a step back, review your pitch, and make it as compelling as your product deserves.
