Copenhagen Business School



Narrative structures of the sales conversation pitch (or storytelling) at Copenhagen Business School

Storytelling supports individual interpretations of past, present, and future events and communicates socially constructed meanings to others through stories. Previous research has found that stories are positively related to customer trust in the supplier, personal connection, and advocacy.


In this project, we aim to understand the linguistic characteristics of successful stories in sales. In this way, this research project will help B2B technology companies effectively use storytelling in the prospecting phase of the sales process. Thus, students can propose a specific B2B technology company to use as a case study for extracting storytelling data from prospecting campaigns.

Remember that a project is an invitation for dialogue where you agree on the focus of the project. You have the possibility to suggest other problem statements and perspectives besides what is outlined in the project description. Read more about project collaborations in Career guide