20
Storytelling is the Secret to the Sales and Marketing Relationship Robert Wallace 09.30.15 [email protected] @robertawallace
Storytelling is the Secret to the Sales and Marketing Relationship
Robert Wallace09.30.15
[email protected] @robertawallace
2
Protagonist Protagonist wants something badly
Antagonist poses Challenge to achieve it
Protagonist overcomes Challenge
Resolution
3
Good Fortune
Beginning End
Ill Fortune
Guy in hole
Guy gets girlGuy on journey
4
What’s this have to do with Sales and Marketing?
5
“Sell more stuff to more people for more money more efficiently.” - Sergio Zyman, former CMO, Coca-Cola
What’s “Marketing” mean?
6
The success of a story is dependent on the an individual's ability to tell it...
7
...and the receiver's ability to see the value in the message as it applies to their needs.
8
9
Put content first.
10
Ensure the right message reaches the right members of the audience.
Numbers GuyVision GalDecision Dude
11
Use premise to communicate your business purpose.
12
Sales & Marketing Speak:Create an emotional connection
Make your hero (hint, hint...it’s your customer) the center of the story.
Sales & Marketing Speak:
Align buying vision
Communicate how you help the hero overcome
the challenge.
Sales & Marketing Speak:Articulate your value proposition, unique benefit, and differentiation
Illustrate a resolution that satisfies your
customers.
Sales & Marketing Speak:
More aligning of buying vision
19
