Increasingly in our society, people are being “sold” not so much by “facts” but by a good “story”.
To be ethically used, a story must be able to be validated by the facts.
Many “internet marketing” websites tell a good story, but because they put an earnings disclaimer at the bottom, few seem to care whether the story is grounded in any factuality.
But Americans love and believe “rags to riches” stories and when you can “tell your (true) story” in a compelling fashion, people will then take time to listen to the supporting facts.
Here’s an article on how to craft your story (or a story) into a sales tool.
How well does your sales organization use the story factor? Other than those glossy case studies produced by your marketing department, do your salespeople regularly share true examples of customer successes with prospects? Can each of your sales reps describe specific, real-life usage scenarios involving your current customers? These customer success stories are untapped knowledge in many organizations, knowledge that can be mined, managed and made available for everyone’s benefit.
If you want to make sure you’re using stories effectively, check out the rest of the article. It’s very perceptive and helpful.
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