The Difference Between Storytelling and Messaging in Sales.
By Deanna Vigliotta National Sales Manager, Seni USA | Founder, The Traveling Saleslady
Every Person Has a Story. In Sales, Messaging Matters Too.
As I stood on the deck of a cruise ship watching hundreds of people step onto the pier below, I found myself wondering not where they were going, but why.
Some were setting out to explore the island for the first time. Others had likely visited before. Some were excited. Some were cautious. Some had a plan. Others were simply following their curiosity.
It got me thinking.
Every single person walking down that pier had a story, a unique background, a unique perspective, and a unique reason for being there.
That's exactly what makes people so interesting.
As human beings, we are naturally drawn to stories. We seek them out in books, movies, conversations, and relationships. Stories help us understand each other. They create connection. They make us laugh, think, and remember.
For those of us in sales, curiosity is often where great conversations begin.
When we become genuinely interested in someone else's story, we stop focusing on what we are going to say next and start listening. We learn about their challenges, goals, frustrations, and opportunities. Trust begins to form.
That's the magic of curiosity.
Here's where the conversation takes an important turn.
Today, it seems like the word storytelling appears in every sales article, podcast, and training session. Years ago, every presentation was described as "amazing." Now, everything is about storytelling.
While stories absolutely have their place, sales professionals must be careful not to confuse storytelling with messaging.
Stories create engagement.
Messaging creates understanding.
Curiosity, Discipline, Listening, Connection
A story can capture attention, but clear messaging is what helps a customer understand how a product or service solves a problem. Messaging creates consistency across teams. It ensures customers receive the same value proposition regardless of who they speak with. It helps organizations scale trust.
The best sales professionals know how to do both.
They are curious enough to uncover a customer's story.
They are disciplined enough to communicate their message clearly.
They know when to listen and when to explain.
They know when to connect emotionally and when to deliver practical value.
In the end, great sales conversations aren't about talking more. They're about understanding more.
Every person has a story worth discovering, and every organization has a message worth delivering.
The real skill is knowing how to connect the two.
Curiosity is what sparks exploration. Whether we're exploring a new destination, forming a new connection, or engaging with a potential customer, it all starts with curiosity and wondering, "What's their story?"
Now I am curious, what role do you think curiosity plays in building trust with customers, colleagues, or even complete strangers?
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About the Author:
National Sales Manager at TZMO USA (Seni) | Founder of The Traveling Saleslady | Author, Podcaster & Brand Partner | Reaching Senior Living & Sales Audiences