Story Selling Strategies and Secrets

By: Rowen Paul A. Untivero

By aligning customer emotional journey and sell-logic, customer buy-in becomes more holistic, and thereby more probable.

The course first anchors participants onto frameworks and principles. Then it takes the participants through two major phases: tool and strategy-guided story-crafting and story selling execution. Thereafter, participants get to use the tool to analyze real situations, determine strategies and select the appropriate style to craft and execute story selling.


  • At the end of the seminar, participants should be able to:

  • Effectively sell using combined sell-logic and emotional journey management

  • Gain knowledge of frameworks and principles in story selling

  • Acquire valuable tools to craft selling stories, using story styles anchored on situation-appropriate strategies

  • Secure skill seeds in executing story selling

  • Earned additional confidence points


  • Companies of seminar participants will:

  • Gain revenues from improved story selling skills

  • Secure not only logical buy-in points from customers but emotional appeal and stickiness

  • Reinforce customers’ appeal and loyalty to company brand/s

  • Manage customer issues more effectively


  • sales person, young or old, inexperienced or a veteran,

  • sales supervisors, sales managers, and sales directors

  • brand and marketing supervisors, officers and managers

  • customer service officers, supervisors, managers

  • top management executives

  • professional buying/procurement personnel

  • entrepreneurs

Pre-cursor Activity

Part 1: Frameworks and Principles

  • SSS Mother Framework

  • SPACE Analysis

  • 8 Emotional Journeys

  • 1 Pre-buy-in and 3 Buy-in Phases

Part 2A: Story-selling Strategy-Anchored Crafting Template

  • What are the Template Segments

  • How to Lay down the Situation Using the Template

  • How to Analyze the Template to Determine Strategies and Styles

Part 2B: Story-Selling Template-Guided Strategy Determination Workshop

  • Exercise on Filling up the Template Using Participants’ Real Situations

  • Exercise on Analysis to Determine Story Selling Strategy

Part 2C: Story-Selling Style Selection Workshop

  • Progressive Exercise on Filling up the Template Using Participants’ Real Situations

  • Progressive Exercise on Determining Strategy-aligned Story Selling Styles

Part 2D: Story-Selling Crafting Exercise

  • Template-guided Exercise  in Crafting a Sell Story

  • Pre-testing a Crafted Sell Story

Part 3A: Story Selling Execution Skills Input

  •  Audience Captivation

  • Emotional Journey Management

  • Buy-in Phases Management

  • Aligning Action

Part 3B: Story Selling Execution Skills Workshop

  • Reality-Simulated Presentations of Output

  • Critiquing and Reinforcement of Story Selling Presentations

Learning Summary and Skill Development Tips


  • Interactive Lectures

  • Real Stories (Cited Cases)

  • Tool Laboratory

  • Skill Exercises

  • Class Presentations with Reinforcement and Critiquing

  • Class Discussions

Case examples from the following products / industries may be cited:

  • Advertising

  • Automotive

  • Agriculture

  • Banking

  • Construction

  • Consumer Durables

  • Direct Selling

  • Distribution

  • Energy

  • Events Marketing

  • Fast Moving Consumer Goods (Food & Beverage, Personal Care, Cosmetics)

  • Forwarding

  • Insurance

  • Media

  • Network Marketing

  • Pharmaceuticals

  • Professional Services

  • Technology

  • Telecom

Case examples of the following scenarios shall be discussed:

  • SSS Mother Framework

  • Analyzing S.P.A.C.E.

  • Each of the Buy-in Emotional Journeys

  • Each of the Buy-in Phases

  • Story Crafting Tool Usage

  • Story Selling Execution 


Partner and Chief Sales Strategist 

  • A veteran of Training, Coaching and Consulting with almost 3 decades of successful sales, buying and negotiation practice, injector of science in the fields of selling, negotiation, sales management, business-to-business marketing as well as management in general via his original framework, processes and tools.

  • He has contributed much science to business as the pioneering developer of the world’s first mathematics of negotiation, the strategic nego-mapping methodology, reading and projecting verbals and tones, systematic account development strategies, tools in a business-to-business setting,  sales management framework, simplified problem solving, effective coordination, the 4 modes of management, conflict resolution, problem solving, effective coordination and smoothen communication in organizations and many more.

  • He provides a 360-degree and multi-dimensional set of perspectives from that of the CEO, middle management, down to that of the front-liner and staff member and has had exposure in almost every industry.

  • He graduated Cum Laude at the University of the Philippines, Diliman, with a bachelor’s degree in BS Economics,; supplemented by MBA studies in De La Salle University, an Executive Education Program on Strategic Business Leadership from the University of Chicago Booth School of Business-Illinois, USA.

  • He was Country Manager for Alcatel Mobile Phones, before moving to entrepreneurship.