So far at MEDDIC Academy, we have been focused on teaching the mechanics of MEDDPICC® and how to use the elements of MEDDPICC® to qualify, nurture, and close deals. This article introduces the new MEDDPICC® Storytelling Masterclass, a focused course on mastering storytelling in sales using real customer metrics.
For instance, in our courses, Full MEDDPICC, Advanced MEDDPICC, MEDDPICC for Managers, etc., I’ve been helping you identify the KPIs and the right numbers so that you can not only identify pain but also quantify it, transform subjective appreciations into quantified gains with metrics, collect metrics from demos and POCs/POVs to build business cases, and collect metrics from existing clients.
“Sales is Science, Sellers are Artists.”
In a few recent workshops, I noticed that in some cases, reps have learned how to collect numbers but are unable to articulate stories. As I’ve always said, Sales is Science, but Sellers are Artists. You can’t make a good “salade niçoise”, by just throwing the ingredients in the bowl. You need to season it, add sauce, mix gently, to keep the aspect beautiful and desirable while the content becomes tasteful. That’s the art part. With this course we are going to focus on the art of telling the stories of metrics.
Life is all about stories. People are spending most of their time watching or listening to stories. When browsing and scrolling on social media, when watching TV, when reading a book,…stories are everywhere. And in fact, sales is all about storytelling. Today I am going to say something slightly different:
“Sales is a Story, Sellers are Storytellers.”
When we are able to get metrics from customers, we absolutely need to capture the story around those metrics, so that we can tell them to other stakeholders in that same account, as well as other prospects. More importantly, we want our champion to learn the story as a story that they can tell on their own, when we are not present.
This is the reason behind the MEDDPICC® Storytelling Masterclass.
Why does storytelling in sales matter when you already have strong metrics?
If you master MEDDPICC®, you’re already ahead of most sales teams:
- You quantify Pain and figure the cost of doing nothing.
- You track Metrics and ROI.
- You understand the Decision Process and Criteria.
- You develop and empower Champions, meet the Economic Buyers, and know your Competition.
That’s the foundation. And it’s non-negotiable.
But when numbers are not wrapped in a story that people can remember and repeat, they have no impact.
“Running into a wedding in a church is moving, even if you don’t know the couple; hearing that millions of marriages happened this year is just a statistic.”
Research in learning and communication shows that information delivered in story form is remembered more accurately and for longer than the same information presented as isolated facts and figures. Other work in persuasion and leadership suggests that combining data + story is more effective than either one alone.
So the goal is not to reduce your metrics. The goal is to make sure your storytelling in sales carries those metrics in a way that:
- sticks in the mind of your buyer, and
- can be retold inside their organization without you in the room.
Short metrics stories are already a big step forward. Sometimes a single, sharp sentence is exactly what you need.
The MEDDPICC® Storytelling Masterclass simply gives you a clean way to go further when needed, without losing the power of your numbers.
What problem does the MEDDPICC® Storytelling Masterclass solve?
Here’s the gap I see again and again in MEDDPICC® implementations:
- Customers possess great metrics
- Reps don’t know how to collect them (we teach this during our workshops), or
- They have obtained the metrics but they don’t tell them like stories, or
- They confuse a customer testimonial with facts, short metric, or a rambling anecdote with no structure,
- Or all the above 🙂
Inside a complex B2B deal, we need to do better.
This MEDDPICC® Storytelling masterclass helps you:
- Move from loose quotes (“they loved it”) to clear measured facts.
- Move from the measured facts to short metrics stories (one or two sentences).
- And in the right context, expand those short stories into richer customer stories that stick for ever, using a simple, visual structure.
What will you learn inside this sales storytelling course?
This is not a generic “storytelling webinar.” I actually watched hours of videos from dozens of famous speakers, teaching techniques of storytellers. Some of them are good, but they are all generic and basically tell you that it’s important to deliver well. But none of them offer the simple techniques that we have included in this masterclass, which is directly adapted to MEDDPICC and enterprise B2B sales. It’s a focused, MEDDPICC®-specific course that answers one practical question:
“How do I turn my MEDDPICC® related customer KPIs into stories I can actually tell in sales conversations?”
By the end of the MEDDPICC® Storytelling Masterclass, you will be able to:
- Turn quotes and metrics into usable stories
Take customer feedback, numbers, and MEDDPICC® notes and reshape them into short, sharp customer stories you can tell in 20–40 seconds. - Use MEDDPICC® elements as story ingredients
See how Pain, Metrics, Champion, Economic Buyer, Decision Criteria, and Competition can all contribute to your stories, instead of just living in your CRM. - Climb the “customer feedback ladder”
Understand the difference between:- a customer testimonial,
- a metrics fact,
- a short metrics story, and
- a full customer metrics story—
So that you can use each in the right sales situations.
- Build a small library of stories by industry or persona
So you’re not improvising every time; you have 3–5 stories ready that match your most common customer profiles. - Coach Champions to retell your story internally
Give your Champion simple, structured language they can use when they sell your solution to finance, IT, or the leadership team.
Everything you learn is meant to be immediately applicable in discovery calls, your conversations with the champion, during demos, late-stage meetings, meetings with the EB, your own QBRs/SKOs, and renewal conversations.
What’s included in the MEDDPICC® Storytelling Masterclass package?
To make this practical (and not just conceptual), the masterclass combines several formats: video, audio, visual frameworks, and checks for understanding.
Here’s what you get.
1. A 27-slide teaching deck
You get access to the full 27-slide deck which is the foundation of this masterclass:
- why storytelling in sales is so central in complex B2B environments,
- how testimonials, facts, short metrics stories, and fuller stories fit together,
- Learn the exact structure of the story, where to put what
- Use examples and climb the ladder from customer testimonial to full story for each example
- Analyze the structure of each example and learn how it works
2. A 6-minute explainer video
This short video gives you a fast, visual overview of:
- why storytelling in sales matters,
- how customer feedback and metrics can be organized into clearer stories, and
- how this fits on top of your existing MEDDPICC® practice.
It’s perfect as a first touch or as a quick refresher.
3. A 34-minute podcast-style conversation
You also get a 34-minute deep-dive audio conversation you can listen to like a podcast.
In this session, we:
- discuss real situations where metrics alone did not land as clearly as they could,
- contrast a simple metric vs a short metrics story vs a richer story,
- share practical examples from enterprise sales, and
- talk through common mistakes reps make when they “tell stories” in sales.
This is designed for on-the-go learning: commute, gym, or flight.
4. A MEDDPICC® storytelling mind map
You also get a mind map that shows how different elements you already collect through MEDDPICC® can feed into your stories.
It helps you:
- see where different types of information typically sit in a story,
- avoid overloading your message while still keeping key context, and
- design your own stories more quickly around real deals.
Think of it as a visual planning tool for your next customer story.
5. A 15-question quiz to check understanding
To make sure the content doesn’t stay theoretical, there is a 15-question quiz designed to:
- test whether you can recognize good vs weak stories,
- check that you understand the difference between testimonial, fact, short story, and fuller story, and
- confirm that you can apply the framework to simple examples.
You can use it for yourself or as a light assessment with your team.
Who is the MEDDPICC® Storytelling Masterclass for?
This course is designed for B2B sales teams already working with MEDDPICC® or similar complex-sales frameworks, including:
- Account Executives and Account Managers
who want to tell stronger, more memorable customer stories in live conversations. - Sales Engineers, Customer Success Managers and Solution Consultants
who want to translate technical wins into business-oriented stories that non-technical stakeholders understand. - Sales Managers and Leaders
who coach reps and want a simple, common definition of what a “good story” looks like in the context of MEDDPICC®. - Sales Enablement and RevOps
who build playbooks, case studies, and internal content and want a structure that ties together metrics and narrative.
What is the prerequisite for the MEDDPICC® Storytelling Masterclass?
There is none.
Of course, if you are already taking at least our Full MEDDPICC course, you’ll relate better, but it’s not mandatory. As long as you know what we refer to as METRICS in MEDDIC or MEDDPICC (hint : it’s the M), you can follow the content. That’s why we are offering this masterclass both as an independent course to enroll in, as well as part of our different MEDDPICC subscriptions.
The MEDDPICC® Storytelling Masterclass is coming soon. Stay tuned and follow us on LinkedIn and Twitter to know when the MEDDPICC® Storytelling Masterclass is live, or check out our course catalog here.