Stop training seller behavior.
Start coaching buyer decisions.

Storytechr is a sales performance consultancy that helps B2B sales teams build, test, and launch custom coaching systems based on how your buyers actually make decisions.

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Trusted by B2B Saas Sales Teams at:

The data

The $8.4B Training Misalignment

$8.4 billion will be spent on sales training in 2025 (expected to double by 2032),
‍yet only 20% of learned skills ever transfer to the job.

70%

Training that's forgotten after one week

By 90 days, that number climbs to 90% without reinforcement. That high-value training you just invested in? An afterthought by end of quarter.

75%

Environmental impact on performance

Individual-based factors like knowledge, skills, and motivation account for just 25% of performance impact. Yet that's where training spends all its time.

83%

Buyer decision time spent AWAY from sellers.

While training optimizes for in-call behaviors, buyers spend the majority of their decision-making time talking to each other and doing independent research.

The result? Only 17% of organizations report truly effective sales training programs—despite an average 353% ROI for the ones that work.

The problem isn't content quality. It's the misalignment between where training focuses and where performance actually comes from.

The Problem

When training doesn't stick...
Your deals get stuck.

Here's how the training misalignment shows up in your sales playbook.

Too Generic

Buyers don't respond to it.

Asking "Tell me about your decision process" doesn't build trust—it shows you came unprepared. Buyers tune out, champions go quiet, and deals stall.

Too Process-Heavy

Sellers won't adopt it.

Your playbook reads like a rulebook for your process, not a guidebook for your reps. They log in to check "what happens in S3?" then click out and wing the rest.

Too Hard to Measure

Leaders can't back it.

Without clear standards for "good," managers trade skill coaching for pipeline babysitting. Complex deals get tactical feedback instead of strategic guidance.

Our Solution

Less sales training.
More deal traction.

✅
Focuses on environmental factors (75% impact)
✅
Optimizes for buyer decisions between calls (83% of time)
✅
Ongoing coaching systems with measurable outputs
✅
Coaches using YOUR buyer's actual decision patterns
✅
Measures strategic thinking quality + deal outcomes
Traditional Sales Training
❌
Focuses on individual factors (25% impact)
❌
Optimizes for in-call behaviors (17% of buyer time)
❌
One-off training events, forgotten within a week
❌
Trains generic methodologies (MEDDPICC, SPICED)
❌
Measures activity & pipeline metrics
How it works

Build, test, and launch your custom coaching system,
in 6 weeks or less.

Book a 6-week sprint with Lawrence to audit where your deals stall, then coach your team on executive-level narratives that help champions sell internally when you're not in the room.

Step 1: Define the Bottleneck

We audit your deals to pinpoint exactly where they lose steam

We mine win/loss data from your CRM, then work with your sales leaders to validate exactly when and why deals fall short. This aligns your team around the buyer journey rather than your sales process.

Step 2: Develop the Frameworks

Your reps start writing strategic narratives worth forwarding.

We lead reps and managers through 5 group coaching sessions using live deals from your pipeline. Between sessions, reps get feedback (from us and AI coaching tools) that exposes discovery gaps and defines next steps.

Step 3: Deliver your System

You launch ongoing coaching systems with a live deal showcase.

On week 6, reps present strategic analysis to leadership in a live deal showcase. Then, we install deal-review templates and a scoring rubric that your managers use in their existing 1:1s.

Strategic Coaching Sprint
A custom, six-week sales process to align buyers, sellers, and leaders on the narratives that drive deals forward.
What you get:

2 collaborative workshops with our team

Collaborative workshops to audit your sales process, identify key buyer personas, and build strategic narrative frameworks that simplify your sales process.

Buyer Story Library

A living repository of key buyer stories that reps can share verbally with prospects. This includes case studies, anecdotes and one-off wins.

Deal Review System & Custom Scoring Rubric

Your strategic narrative frameworks complete with practice exercises and coaching guides - all tailored to your buyer's language so you can mix and match to provide sellers with the right support at the right time.

12-Week Implementation Support

We run the live coaching sessions, provide weekly office hours, offer slack support, and a custom Notion workspace complete with all your assets in one place for guidance and troubleshooting.

Pricing tiers based on your size:
(and the resulting complexity & impact)
Early Stage, 1-10 sales reps
$6,750
Growth Stage, 10-50 sales reps
$10,000
Scale Up, 50-100 sales reps
$12,500
Mature, 100+ sales reps
$20,000
"Enterprise deals that used to disappear after the first call are now moving forward. The steps we’ve put in place have completely changed how we handle larger opportunities."
Raul Kallaste
Sales Manager, Qminder
Lawrence really delivered... He came with great energy, was open about his experiences in sales and helped our sales org get excited about the year ahead.
Sameer Talwar
Head of Sales, Primer
“Lawrence wasn't just regurgitating-content-for-the-sales-team-nonesense. He shifted the way the revenue org looked at the whole sales process, from end-to-end.”
Diego Van Dyke
RevOps Lead,
Veriff
“We would have paid 3x what we did for Lawrence’s workshop. It completely changed the way our team approaches deals now. ”
Tracey Ryan O'Connor
CRO, Airship
Competitive Alternatives

Why Storytechr wins
where others fall short.

Most alternatives fall short because they focus on seller behavior instead of buyer decisions. Storytechr flips the script, aligning your sales playbook with your buyers' priorities to move deals forward.

External Methodology
Generic Processes. Heavy Investment.

I've rolled out three different methodologies. The result? Six-figure investments in reps who sound great but still lose strategic deals. Without buyer-specific customization, even proven methodologies become shelf-ware.

Internal Enablement Hire

Overworked. Underused.

As Head of Enablement for 4 years, I lived this reality. Most enablement leaders juggle 6+ competing priorities – leaving enterprise reps with generic support when they need strategic coaching.

AI Roleplay

simulated practice. Real Gaps.

AI excels at drilling objection handling. But it can't teach reps how to influence the 83% of buyer time that happens without you. Practice becomes performative, not practical.

Revenue Intelligence Software

Powerful data. Not enough direction.

I partner with platforms like Fluint because their data is gold. But software adoption requires strategic coaching to stick. Without process guidance, teams get overwhelmed by dashboards instead of empowered by insights.

FAQs

Who should I bring from our team?

We recommend 3-4 people for the planning workshops: your enablement leader, at least one sales manager, and potentially a head of sales or RevOps leader. We'll also hold one call with a few of your top sellers to gather frontline insights. The key is involving people who understand your buyers well, and core participants should commit to attending all workshops.

Do you deliver the training sessions yourself?

Yes - I personally facilitate all coaching sessions while we're in our current phase of direct delivery and framework optimization. This ensures the highest quality outcomes and allows us to continuously improve our methodology.

How is this different from other sales training programs?

Most training focuses on seller behaviors and generic methodologies. We build coaching systems around your specific buyer decisions and focus on enabling champions with strategic narratives rather than training seller skills. We design environmental factors that drive adoption, not individual behavior change.

What if our buyers or sales process change?

We provide step-by-step guidance and AI prompts to help you update your buyer decision canvas quarterly using your own data. Since all coaching frameworks flow from this canvas, updating it keeps your entire system current with your evolving buyers and process.

What kind of time commitment is required from our team?

Core commitment: 2 planning workshops (2-3 hours total) plus 5 weekly coaching sessions (1 hour each). Reps spend 30-45 minutes between sessions on writing exercises. Leaders get optional weekly office hours for ongoing support. All frameworks are built for you - no homework beyond the live sessions and brief practice exercises.

What if my team doesn't adopt the new approach?

I don't make guarantees about adoption. However, my approach focuses on environmental factors rather than individual behaviors, which research shows has 3x more impact on performance. Instead of trying to force new seller habits, I design systems that remove friction and make the new approach the path of least resistance. The more your team sees it working and the easier it becomes to adopt, the more they'll naturally be drawn to it.

Do you work with remote/distributed teams?

Absolutely. The majority of teams I work with are remote or distributed. All workshops are conducted virtually, and the feedback systems we build are designed for distributed teams. I only work with teams in-person during company SKOs or similar events.

Do you work with teams that don't have conversation intelligence tools?

Absolutely. While conversation intelligence tools provide richer data, we can build effective buyer-focused systems using CRM analytics, stakeholder interviews, and deal outcome analysis.

What size teams do you work with best?

I work with sales teams of all sizes, though pricing varies based on team size and complexity. The frameworks scale from small teams (5-10 sellers) to enterprise organizations (100+ sellers). During our strategy call, we'll determine the right approach and investment level for your team size.

Why sales leaders love Storytechr

"Enterprise deals that used to disappear after the first call are now moving forward. The steps we’ve put in place have completely changed how we handle larger opportunities."
Raul Kallaste
Sales Manager, Qminder
“We would have paid 3x what we did for Lawrence’s workshop. It completely changed the way our team approaches deals now. ”
Tracey Ryan O'Connor
CRO, Airship
“Lawrence took it beyond just the normal 9-to-5, regurgitating-content-for-the-sales-team-nonesense. He shifted the way the revenue org looked at the whole sales process, from end-to-end.”
Diego Van Dyke
RevOps Lead,
Veriff
Lawrence really delivered... He came with great energy, was open about his experiences in sales and helped our sales org get excited about the year ahead.
Sameer Talwaar
Head of Sales, Primer
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Competitive Alternatives

See how our program
turns your sellers into storytellers

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