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What does story have to do with sales? EVERYTHING!
“A much more powerful way
is by uniting an idea with an emotion. The best way to do that is by telling a compelling story.”
- Harvard Business Review*
The right story, told with passion, wins business. It opens doors. It accelerates revenue growth. It increases market share. It represents your commitment to the markets you serve.
You want a story so compelling that it excites your organization and sales team. A story that excites them so much that they tell it passionately. So passionately that the prospect sees you in a different way – a way that separates you from your competition, gives the prospect a clear reason why to make the decision, and why to make it in your favor.
Stories, done well, will align employees around a common vision and cause, sway investors to invest, prospects to buy, clients to stay, and competitors to abandon a market. It’s the story that creates the excitement and dominates the decision process. Your product or offering simply delivers on a promise.
* "Storytelling That Moves People: A Conversation with Screenwriting Coach Robert McKee," Harvard Business Review, June 2003. |
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“Put the Power of Story to Work for You”
A colleague made $3.6 M in personal income in 2000 and $1.8 M in 2001 selling software. I asked him, "How do you do it, what's your secret to selling?" He replied, "I don't sell them anything, I just tell stories and they sell themselves."
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