Relevant Storytelling

PROGRAM DESCRIPTION

Join Sales Assembly and Mark Smyth for Relevant Storytelling, part of the Value Articulation certification.

This module teaches how to craft and deliver stories that speak directly to the buyer’s industry, priorities, and role. Participants learn to use storytelling as a trust-building tool, linking real-world outcomes to the prospect’s own goals. Covers tone, structure, and pacing for effective narrative delivery.

WHAT YOU’LL WALK AWAY WITH

• The ABT summary: what the buyer wants (and), what’s in the way (but), and what they need (so).
• The Frodo: name the transformation from where they are to where they want to be.
• Be the guide, not the hero: people buy what you make possible, not what you make.
• One confirming question: “Does that sound about right?” turns assuming into knowing.
• A relatable customer story: a similar win told in the same ABT shape, ending with “I believe we can do the same for you.”
• A learner takeaway guide with two exercises for that week and ready-to-use AI prompts.

FROM A PREVIOUS SESSION

111 attended ◦ 4.60/5 average rating

“I really liked the A.B.T structure…..very simple and I will be applying it for sure.” Account Executive

Watch a clip from the last session

ADDITIONAL INFO TO KNOW

This program was built in collaboration with one of our Executives-in-Residence. To earn the certification, complete all required live programs (in any order) and be live on Zoom for at least 40 minutes of each. The program is open to all employees of Sales Assembly member companies who are logged in to their account (for help, email support@salesassembly.com), and all registrants comply with our Terms and Conditions.