Why Change Selling Blog



Storytelling, Visual Storytelling, and asking insightful questions are three of the most important skills for all customer-facing professionals for learning, retaining, and engaging buyers in conversation around their issues. They are equally important for conveying your story to prospects and customers in a way that makes an impact on them and that they are likely to remember.

At Centrify, we developed 6 whiteboard stories during my tenure and innovated in the capture and delivery of each new story.

The following 8-minute video case study produced with my former colleague Brian Krause, highlights the use of various visual storytelling techniques at Centrify to accelerate the CDW cybersecurity sales team's learning through a one-hour immersive role-playing workshop that was fun and practical. We used the identical method for training direct sales teams at new-hire and in ongoing field training.


We developed a whiteboard story to capture our Zero Trust story. This story encoded a best practices "Challenger" engagement script, diagnostic questions, objection resolution, a customer "Who-we've-helped" story, and the consequences of not changing. In the workshop, we innovated on the ways of roleplaying the story using a whiteboard story with a script, a whiteboard animation and a visual confection.

In the 1-hour workshop, channel sales reps drew, read, observed, role-played and were actively immersed in the story for 10 repetitions.

We have run training workshops with 25 partners in the past 4 months and the deal registrations on the back of the training have set new records.