One of the secrets to connecting with consumers or potential clients is creating a brand story that they can be a part of. Professionals in sales training programs learn that the company story should be relevant to consumers and open opportunities for potential customers to get involved. In communicating the importance of the story, salespeople should emphasize the future of the company. Potential clients are likely looking for a solution to the issues facing their organization, but they also want to be a part of something prosperous.

According to Fast Company, there is power behind telling a compelling story that engages people and creates connections between brands and consumers. Therefore, sales professionals should be well educated on the craft of effective storytelling. Here are the four Ps to keep in mind to landing a sale:

  1. Plan. Redefine company vision and discuss the business' unique approach to the market. This will help form the basis of the story. Once a brand image and idea has been created, it is time to tell it to the world, which also needs significant planning. Sales teams should prepare a solid presentation with an obvious beginning, middle and end, says Entrepreneur magazine.
  2. Practice. As professionals will learn in sales training development, practice and experience make perfect. Sometimes practicing telling a story out loud can help you deliver a strong narration for potential clients to hear as opposed to a story that only looks good in print. It is also a good idea to research the client and tailor the story to their personal needs, says Entrepreneur.
  3. Personalize. Along with any other marketing or sales execution strategy, each and every prospect should feel a personal connection to the brand. Entrepreneur suggests giving clients relevant context in the story, such as certain case studies or research. Creating a situation that reaches them on an intimate level will lead them to purchase a product or service and set the tone for a long-lasting relationship.
  4. Punch. Whatever the story, it must have a purpose. This main purpose should revolve around getting the client to sign with a company or even make a purchase. An impactful story will lead up to a call to action and make the experience interactive and successful.