If you’ve ever sat in a sales meeting, you’ve heard the question: “How do we sell more?” Whether you’re selling cars, consulting packages, or enterprise software, the answer I give is always the same:
If you want to sell more, tell a better story.
It’s that simple—and that hard.
Sales success doesn’t come from dropping your price. It comes from elevating your value. Great salespeople don’t rely on gimmicks or desperate deals. They sell emotionally. They create connection. They know how to make customers feel like buying is a smart, empowering decision.
Why Storytelling Sells
No one wants to be sold. Most of us love to buy things—but hate feeling manipulated. When a salesperson leads with “What’s it gonna take to earn your business today?” the subtext is clear: they think the only reason you’ll buy is if they discount the price enough. That’s not persuasion; it’s desperation.
And it doesn’t work.
If your entire sales pitch hinges on lowering price, you’re signaling that your product is a commodity. That anyone else could sell it just as well. If that’s the case, you deserve to lose the sale.
Your story is what makes you different. Your brand’s why, your customer support promise, your quality control, your reliability—these are all narrative elements that shape how your product is perceived. When people believe in your story, they believe in your value. And when they believe in your value, they’ll gladly pay more.
Want an example? Just look at the transformation Ford Motor Company went through under Alan Mulally. At a time when Ford was circling the drain, Mulally didn’t slash prices—he raised them. He improved materials, added luxurious features, offered better warranties, and told a new story: that Ford was a legitimate competitor to BMW and Mercedes.
And customers bought it. Literally. Billions of dollars flowed back into Ford dealerships. Not because of price—but because the product had a better story.
Emotional Value Beats Discounts
Here’s the truth: Price is not a story. Emotion is.
Customers buy when they see themselves living a better life because of what you’re offering. The top sales performers I’ve seen across industries have mastered this. They craft personal, relatable, emotional stories around their products.
They don’t say, “We’re the cheapest.” They say, “We’re the most dependable.” Or, “We’re available 24/7/365 and our team never lets you down.” Or, “We’ve helped 500 companies just like yours triple their revenue—let me show you how.”
Make the customer the hero of your story, and show how your product gets them what they want.
Ask Yourself This:
If you want to sell more, stop asking, “How low can we go on price?” Instead, ask:
“Can I create a compelling emotional story about why people need what I’m selling?”
If the answer is yes, you can charge what you’re worth—and people will still line up to buy.
Watch the Video: How to Sell More of Anything
Want to hear these ideas in action? Watch Ross Shafer break it down with insight and humor in this must-see video. Discover how you can shift your sales strategy from price to value—starting today.
Want to Fire Up Your Sales Team?
Ross Shafer is more than a leadership expert—he’s a former network TV host, six-time Emmy winner, and award-winning keynote speaker who knows how to engage and energize any room.
If your sales team needs fresh strategies and powerful motivation, Ross delivers real-world tools that create lasting impact.
Book Ross Shafer as your next motivational speaker and help your team stop selling on price—and start selling with purpose.