Storytelling. It is one of, if not the most commonly used and arguably overused buzzword in sales. We talk constantly about the need to tell stories, how to tell them and what the different frameworks are that we should be using to tell stories when engaging with customers and prospects in presentations and demos. 

There are a plethora of different story-types, and at least 5 opinions on each one as to whether they relate to demonstrations and how we should be leveraging them. Where we talk about stories in demos we aren’t talking about ones that begin “once upon a time…” but instead narrative frameworks which help to convey the power of our product to a prospect. 

Storytelling is a hugely important skill and it is one that can separate the good sales practitioners from the best; but in a world where we are seeing an increasing rise in automated and interactive product demos. Where analysts are saying that a majority of buyers are seeking a “rep free” experience and they are wanting to do their own assessment of whether or not a solution will work.

Storytelling gets a whole lot more difficult. 

The reason for this is because storytelling as a medium is one that traditionally relies on their story-teller, a person who is guiding the audience through the narrative and painting a picture for them. As soon as the audience is guiding themselves through a demo it is no longer possible to tell a story.

Or is it?

This is a topic which I have been ruminating on for a while and which brings me to some interesting conclusions; whilst also opening up many more questions at the same time.

‍Can you tell stories in an interactive demo?

In short, yes. I think you can. What you cannot do is ‘tell a story’ in the conventional sense of guiding people through a set of events which then leads to a conclusion. In reality you shouldn’t be ‘telling stories’ in this way even in a traditional demo setting. 

The function of story telling within the context of delivering software demonstrations is much more about placing your audience at the centre of the story - and showing how they can become the ‘hero’. 

It’s really important at this point to understand that storytelling is not just about sitting down and saying “once upon a time…” rather it is the natural way that we as humans have always conveyed information between one-another. 

There are numerous examples of how to tell a “non-linear” story in popular culture. One of the most famous being what is known as the Rashomon effect. This specific example is where the same information is conveyed from different (and often conflicting) perspectives - and we as the audience are required to piece together the final picture ourselves.

Why is this relevant to demos? And in particular interactive demos? It’s a helpful way of illustrating that when we talk about these ideas - they are not always conventional. We are not taking our audience from A-Z and leading them along a set path, instead we are laying out the information for them in a structure which enables them to visual the success that can come from implementing our solution. 

And how do we help them see themselves as the hero?

Put simply. No one buys software because they are happy with the situation that they are currently in. This is true of any purchase. If you are completely satisfied, then you won’t need to buy anything more as you already have all you could want. In the context of software there will doubtless be upward pressure on individuals; from their own workload, their team, their customers and downward pressure from their boss, board, investors. 

This is where we can help them to create their own story. Where our solution is the key enabler and they can see themselves as the hero. 

Linked in this blog you will be able to see an example of how to employ this technique when demonstrating what is a fairly simple note-taking application; Notion and how I use short form videos and interactive examples to build a “story” that you - a potential user - can place yourself at the centre of and become your own hero. 

Let’s break down how I do this:

1. Build the Story with Small Wins

Rather than creating a “big win” where there is a single satisfactory conclusion to the story - instead with each video and page I can showing the small wins that will cumulatively come together into the big one. This is paired with the ability to interact directly with the solution and in a way - try it on for size. We are no longer just helping people to visualise how they can be a hero - they are experiencing it. 

2. Empower Your Audience: Let them Navigate Your Solution Their Way!

Allow your audience to find their own way through it. If you’ve ever played an RPG (Role-Playing-Game) or ‘Sandbox’ format you’ll be familiar with the model of enabling people to find their own way through a pre-determined narrative but without forcing them to do so in a particular way. They can interact, understand and explore the different aspects of your solution in a way that is comfortable. 

3. Guide Exploration: Videos Enhance Context, Not Dictate Direction.

I reinforce the message with each area they explore. The videos are there to provide context and help the audience understand why it is that they are on that page. It doesn’t tell them everything nor does it have a lengthy explanation about where they should go next. 

4. Bring Stories to Life: Tangible Examples and Real-world Solutions.

‍Alongside the main story that you want your audience to experience, you can also give them tangible examples for each area. This is where we can implement another, more common type of story which is the ‘war story’. An example from a previous use case or customer where you have been able to solve a problem by implementing your product.

5. Make the Viewer realise they are the Hero of the Story

‍At the end of it all you want to help them to realise how it will make their life easier. This is how they can become the hero to themselves, and to those around them. 

When they have been through your demo, and the big picture comes together, they can see how the success comes from it. This is where we return to the notion of the ‘hero’ and their journey. As I mentioned at the start of this blog, we aren’t talking about telling fairytales or fantastical tales of knights in armour - instead we are using the most powerful method of communication to illustrate the value and use cases for our solution.

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