byOpenMerit3605-20-201609:37 AM - edited 05-22-201612:41 PM
There is a lot of buzz about storytelling these days. But what kind of storytelling is most effective in sales? To answer that I’d like to share, well, a story.
My Value Storytelling “AHA”
In 2003, I was helping a small IT service firm to grow. They had great customers, a great team, and a great reputation in the market but just weren’t growing fast enough. They told me that what made them different and better was processes, methodologies and certain technical capabilities. Then I interviewed 10 of their best customers.
Guess what? NONE of those customers use the terms or points my client did. In fact, they didn’t even use the same LANGUAGE to describe the company. Instead, they talked about things like “being peaceful.” “Calm.” “Single point of contact.” Not one word about product, technology or anything like that.