Customer Stories: The Complete Customer Storytelling Framework for SaaS Sales

🏁 Introduction

Telling someone what your product does isn’t enough. You need to show them who it’s already worked for. The Customer Stories module gives SaaS Account Executives a field-tested framework for using short, structured stories to build trust, drive relevance, and close deals with confidence.

In this course, you’ll learn how to use Customer Stories—concise narratives that blend credibility, proof, and conversation prompts—to influence three critical moments in the SaaS buying cycle:

🔍 Part 1: From First Call to First Spark

Learn how to turn cold or early-stage discovery calls into connection points. This section shows you how to earn trust quickly by sharing simple but specific customer stories that create relevance without sounding rehearsed.

→ Includes role plays with curious evaluators, forward-thinking vision matchers, and relationship-based referrals.

🔄 Part 2: Maintaining Momentum with Your Champion

When usage dips or trials slow down, your Champion needs backup. Learn how to use Customer Stories to reignite interest and help your internal contact navigate skepticism, silence, and team-level friction.

→ Includes role plays with passive trial users, skeptical teams, and cross-functional blockers.

✅ Part 3: Seal the Deal with the Decider

The solution review is done. Now it’s time to convince the Decider. This section gives you the stories that remove risk, justify spend, and drive urgency—without sounding pushy.

→ Includes role plays with risk-averse execs, delay-prone stakeholders, and budget-conscious Deciders.

🛠 What You’ll Learn:

• The 5-Part Customer Story Framework:🟢 The Person → 🟡 The Challenge → 🟠 The Capabilities → 🔵 The Outcome → 🟣 The Open-Ended Question
• How to adapt each story into three delivery modes: Unspecific (Good), Specific (Better), and 15-Second (Great)
• Realistic role plays designed for the SaaS Decision Cycle—so you can practice how to respond when it matters most

Whether you're just opening the conversation or helping a Decider cross the finish line, this course will give you the storytelling structure to build relevance, earn trust, and move deals forward.

🎧 Bonus: Every part includes companion podcast episodes with live role plays so you can hear the stories in action.

// Michael Feichtner