Training : Storytelling to succeed in sales

For a customer centric commercial pitch




Over the course of a day, we’ll work with you to develop a strategic storytelling approach that adds new strength to your sales approach. Today more than ever, the success of a sale depends on communication and the relationship built up between you and your customer. Your sales pitch and the way you use it are decisive in generating leads, just as they are in an interview. To do this, you need to attract attention, engage your audience, generate interest and be able to close at the right time.


  • Understanding the challenges of a sales strategy
  • How to target effectively and develop your persona
  • Building a motivating value proposition
  • Build a unique and motivating sales pitch
  • Communicating effectively to ensure a successful interview
  • Using storytelling on social networks to generate leads

[For Whom ?]

This seminar is aimed at sales managers and executives, as well as entrepreneurs, who want to generate more leads and convert more sales.

You’re looking for a practical, human seminar that will give you the benefit of the experience of an entrepreneur and an expert in strategic storytelling, as well as proven, high-performance tools for an optimal pitch and sales pitch.

An approach that offers you the mechanisms of communication at the service of sales.



7 hours


From 9 am to 12pm and from 1pm to 5pm


Face to café or Visio Zoom


None : a working document is handed out

1 –Understanding the challenges of a sales strategy

  • Keynote: Conference to raise awareness of the theme
  • What issues are you facing?
  • Defining sales objectives
  • Real-life exercise: each participant works on their own company

2 – Targeting effectively and developing your persona

  • Segmenting your target market
  • Targeting: Choosing an inclusive target for segmentation
  • Creating a persona
  • Optimise your efforts with the right customers
  • Real-life exercise: Each participant works on their own company

3 – Defining a motivating value proposition :

  • Building your positioning
  • Developing a unique value proposition
  • Creating your storytelling and capitalising on your story
  • Define your USP
  • Define the added value that motivates your customers
  • Real-life exercise: each participant works on their own company

    4 Building your sales pitch

    • Defining positioning priorities
    • Drawing up the long sales pitch
    • Developing the short sales pitch
    • Defining your archetype and style

    5 – A successful interview: communicating effectively

    • Mastering active listening
    • Learning how to bounce back, follow up and close
    • Being customer-oriented
    • Knowing how to personalise your speech
    • Having a common frame of reference and an anchor point

    6 – Using storytelling on social networks to generate leads

    • How to develop content and messages
    • Digital transformation: how to translate these messages onto the web
    • Which media to choose
    • Social Selling: How to become the reference on social networks
    • Real exercise: Each participant works on their own profile

    The terms and conditions and deadlines for access are as follows:

    Trainees are considered to have registered when :

    1. The prerequisites and requirements have been identified and validated
    2. The agreement has been signed
    3. The invoice has been paid

    Registration requests can be sent up to 5 working days before the start of the course.

    A small dose of theory… because it’s important to speak from the same frame of reference.
    Examples and role-playing… to illustrate AND exercises to do based on how you work.
    An animated support will be commented on during the training and you will receive PDF summaries during the course.

    Whether you are recognised as having a disability or not, making our training accessible to everyone is part of our commitment and corresponds to our vision of « respect » (no judgement and no discrimination).
    respect (no judgement and no discrimination).
    If you need compensation or adaptation in terms of content, materials, location, equipment, timetables or pace, we’re here to help! We can’t guarantee that we’ll be able to satisfy your needs, but we can
    we can promise you that we will put all our energy into trying.

    [Meet your coach]

    After a career in international marketing and consumer research for major brands such as Coca-Cola, Yoplait and Alpro, Cyril JAMELOT founded Cecydi. He is now a Lecturer and Consultant in Strategic Storytelling and the author of several books, including « I love Marketing » and « Les secrets du Storytelling Stratégique ». He works with brands and those who shape them to help them capture attention and engage consumers through content, from market and consumer research to strategic consultancy and leading strategic storytelling seminars. He is also a regular speaker at business schools on consumer behaviour, innovation and creative marketing. Each intervention is an experience that delivers an impactful message, actionable strategies for measurable results, and teams that rediscover meaning and motivation, to finally generate an optimal customer experience.