Using storytelling for a successful sales discovery meeting at Airtel Business

Enterprise sales discovery meetings are like matchmaking. While it might be tempting to advertise our solutions to the prospect, it is important to remind ourselves that we are there to listen, connect, and—most importantly—help the prospect figure out what’s really keeping them up at night.

The best discovery meetings leave your prospect thinking, “Wow, they really understood me!” And that’s where storytelling comes in as your Brahmastra.

Here’s how you can use storytelling to transform your sales discovery meetings into meaningful conversations that build trust and open doors:

Step 1: Set the stage with a pain statement

Start by sharing a relatable story of a similar customer or prospect: "One of the customers we worked with, a large telecom player, was grappling with [insert relatable challenge].”

Here is an example: One of the telecom carriers we worked with was struggling to handle fluctuating bandwidth demands, especially during high-traffic periods.

Why does this work? Because you’re not diving into an interrogation about their problems right away. You’re painting a picture of a shared struggle. Storytelling creates a safe space. It says, “You’re not alone.” And once your prospect sees themselves in your story, they’re far more likely to open up.

Step 2: Show the negative impact

Continue your story by highlighting the ripple effects of the challenge.

“In fact, the challenge was so tough that [describe negative consequences of the challenge].”

Here is an example: In fact, this issue was causing frequent downtimes and service disruptions that it not only affected customer satisfaction but also led to revenue loss and a damaged brand reputation in a highly competitive market.

But don’t go overboard. The goal isn’t to overwhelm them or make them feel defensive—it’s to create empathy. Storytelling helps you balance this delicately. Your prospect starts nodding along, thinking, “Yes, that’s exactly what we’re dealing with.” And just like that, you’ve built a connection.

Step 3: Paint a picture of the desired future state

Now, shift gears to the positive. Like we say at Tellable, the best narratives alternate between positive and negative values, just like our life itself.

“The short story is, we helped them [achieve a result that’s aspirational but relatable].”

Here is an example: The short story is we helped them adopt a high-capacity, low-latency solution with end-to-end connectivity. This allowed them to scale effortlessly during peak usage and improve service uptime. Their customer complaints dropped by 40%.

Here’s the trick: you’re not pitching your product yet. You’re simply showing them that problems can be solved. You’re planting the seed of hope. That seed is crucial because it primes your prospect to start imagining their own version of that success story.

Step 4: Transition the spotlight to the prospect

Finally, wrap up your story and turn the conversation back to the prospect.

“But enough about our customers… tell me about the key challenges you’re facing when it comes to [your business].”

Here is an example: But enough about our customers; tell me about the key challenges you are facing when it comes to managing bandwidth or scaling your carrier services. Are you finding it difficult to meet customer expectations during high-traffic periods?

This transition is magical because it doesn’t feel like a push—it feels like a natural continuation. By now, your prospect is ready to open up. You’ve earned their trust, shown empathy, and given them a framework to articulate their own struggles.

The bottomline: Discovery is a service

Here’s the biggest takeaway: Discovery isn’t about you. It’s about them. It’s not about your product solving their need. It’s about you helping them articulate what they’re really struggling with—even if they haven’t put it into words yet.

When you approach discovery with this mindset, you become more than a sales leader. You become a trusted advisor. And when you use storytelling to show them that you understand their world, you’re no longer just asking questions—you’re co-creating solutions.

How do you measure the succcess of your sales story?

Wondering if your stories are working? Keep an eye on these signals:

1. Engagement: Are they leaning in? Nodding? Asking questions?

2. Honesty: Are they opening up about their challenges without hesitation?

3. Buy-In: Are they co-creating the problem statement with you?

If yes, congratulations—you’ve nailed it. If not, don’t worry. Like every good story, it’s a process of refinement.

So the next time you step into a discovery meeting, remember this: storytelling isn’t a gimmick—it’s a bridge. It connects, it builds trust, and it sets the foundation for a partnership that lasts long after the ink on the contract dries.

Now go forth and tell a story that makes your prospect say, “Tell me more.”