The role of storytelling in the modern sales process: A research agenda
(A2024-118385)

AUTHORS

Mai Uno, School of Business Administration Hitotsubashi University; Nguyen Chau, Waseda University

ABSTRACT

This study aims to review existing literature and set a research agenda regarding storytelling in the sales domain. In today’s sales landscape, salespeople’s primary objective has extended beyond selling goods and services to encompass building collaborative relationships with customers for value co-creation. While existing research has focused on storytelling as a persuasive tactic, we argue that storytelling has been employed by salespeople on a broader scale in practice, such as to foster customer relationships. Therefore, further research is needed to explore storytelling’s diverse applications as well as its impact on financial performance, with the potential to recognize and investigate it as a sales capability. A deeper understanding of storytelling behaviors holds practical significance in assessing and developing salespeople.