September 24th, 2026

Have you ever heard the phrase “show, don’t tell”?

While it’s a statement most commonly used by writers and editors, the sentiment is just as important in sales as it is when crafting a narrative. Here’s why.

When you’re having an initial meeting with a customer, they want to get to know you.

“Tell me more about yourself.”

“What is it like to work with you?”

“Why are your products or services better than competitors?”

‘What makes you different?”

The instinct in these situations is to launch into the usual spiel: listing your top attributes, sharing ways you support customers, explaining your philosophies, diving into the details of what you provide… The list goes on and on.

In theory, it sounds great. You’re answering the customer’s question while upselling yourself and your company. But when you approach a new customer with a list of corporate buzzwords, you start sounding dangerously similar to the “Big Hat, No Cattle” guy.

We all know the “Big Hat, No Cattle” guy. When asked about himself or his company, he responds with a list of platitudes, full of everything he thinks a customer wants to hear.

“We have a fantastic company.”

“Our products are second to none.”

“I’m committed to supporting you.”

“We’re the best out there.”

“I guarantee you’ll be happy with us.”

“We build partnerships that last.”

It all sounds great, and yet, it’s an act that customers don’t typically buy into (and that sales managers shouldn’t either!) The reason is obvious: all of those answers are missing any substance.

Customers have no reason to believe the “Big Hat, No Cattle” guy is telling the truth or means what he says.

That’s why leading with stories is so powerful. Stories help the customer understand who you actually are, the way you work, and what you believe far more effectively and authentically than if you simply tell them.

Instead of telling a customer that you’re reliable, tell them about a time when a customer needed you and you were able to show up for them. Rather than saying how flexible you are, give an example of how you’ve worked within a customer’s process to fit their needs. Don’t tell a customer that you’re a creative problem solver - tell them about a problem you’ve solved and the unique, imaginative way you did it.

The power of stories doesn’t end there. Stories are memorable. Stories are entertaining. Stories make a meeting between two strangers feel less like an interview and more like a casual conversation between two friends. Stories help the customer feel connected to you, get comfortable around you, and look forward to talking with you again.

Here’s how you can start leading with stories:

• Come up with a list of:
  • ​Memorable professional situations that had a clear problem and a great outcome that your team facilitated
  • Recent customer interactions that demonstrate how you create value and how you approach situations as a partner
  • Personal experiences and situations that help people understand who you are, how you see the world, and what it’s like to work with you
• Turn that source material into a quick, :30 story
• Decide what question each story answers and what type of customer each story might resonate with

Naturally weaving these stories into your sales pitches will become second nature faster than you’d think. After all, it’s something we do in our personal lives without thinking twice. Having a few prepared stories in mind will help you transition that same instinct into a professional setting.

So, next time somebody asks who you are, don’t give them the classic job interview answer. Instead, ask if they’d like to hear a story.