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The Art of Connection: How Story Prompting Elevates Your B2B Sales Game


In the world of sales, building connections with potential clients is paramount. But how do you go beyond the traditional sales pitch and create a meaningful relationship? The answer might surprise you. It's not about being a great storyteller, but rather, it's about becoming a master story prompter.

In this blog post, we'll explore the concept of story prompting in B2B sales, a strategy that can help you connect with your prospects on a deeper level and, ultimately, close more deals.

The Human Connection in Sales

At the heart of successful sales lies the human connection. People are naturally inclined to talk about themselves, their experiences, and their challenges. It's a fundamental aspect of human psychology. But how can you leverage this insight in your B2B sales efforts?

The Power of Story Prompting

Brent Adamson, Global Head of Research, Advisory, and Communities at Ecosystems, introduces us to the concept of story prompting. Instead of bombarding your prospects with facts and figures, take a step back and encourage them to share their stories. This approach transforms your interactions from transactional to conversational.

The Art of Story Prompting

Story prompting isn't about using mechanical or canned questions. It's about genuine curiosity and a desire to understand your prospect's world. Rather than saying, "Give me a story of when," which can sound forced, consider using open-ended prompts like, "Has this ever happened to you?" This subtle shift in language can make all the difference in creating a natural and engaging conversation.

Benefits of Story Prompting in B2B Sales

Now, you might wonder how story prompting can benefit your B2B sales efforts. Here are some compelling reasons:

  • Building Rapport: When you prompt your prospect to share their experiences, you build rapport and trust. They see you as someone genuinely interested in their world.
  • Relevance: Even if you lack direct experience in your prospect's industry, you can still connect by asking relevant questions. This approach shows that you've done your homework and value their insights.
  • Deeper Understanding: By delving into their stories, you gain a deeper understanding of their challenges, needs, and goals. This knowledge allows you to tailor your solutions more effectively.
  • Human Connection: In an increasingly digital world, creating a human connection is vital. Story prompting brings back the personal touch, even in virtual interactions.

Applying Story Prompting to Your Sales Conversations

So, how can you apply story prompting to your B2B sales conversations? Here are some practical tips:

  • Be Curious: Approach each conversation with genuine curiosity. Remember, you're talking to another human being with a unique perspective.
  • Use Open-Ended Questions: Instead of demanding stories, use open-ended questions that invite your prospect to share naturally.
  • Relate to Their World: Find common ground or topics related to their industry or challenges. This will make your prompts more relevant.
  • Practice, But Don't Sound Rehearsed: While it's essential to practice your approach, avoid sounding rehearsed or scripted. Authenticity is key.


In the world of B2B sales, creating meaningful connections is your ticket to success. Story prompting is a powerful tool that allows you to engage prospects on a human level, making your interactions more memorable and impactful.

So, next time you're in a sales conversation, remember to be a story prompter, not just a storyteller. By encouraging your prospects to share their experiences and insights, you'll forge stronger relationships, understand their needs better, and ultimately, close more deals.

Unlock the potential of story prompting in your B2B sales strategy, and watch your sales soar.

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