storytelling is the secret to the sales and marketing relationship
TRANSCRIPT
Storytelling is the Secret to the Sales and Marketing Relationship
Robert Wallace09.30.15
@robertawallace
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Protagonist Protagonist wants something badly
Antagonist poses Challenge to achieve it
Protagonist overcomes Challenge
Resolution
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Good Fortune
Beginning End
Ill Fortune
Guy in hole
Guy gets girlGuy on journey
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What’s this have to do with Sales and Marketing?
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“Sell more stuff to more people for more money more efficiently.” - Sergio Zyman, former CMO,
Coca-Cola
Definition of Marketing
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The success of a story is dependent on the an individual's ability to tell it...
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...and the receiver's ability to see the value in the message as it applies to their needs.
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Put content first.
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Ensure the right message reaches the right members of the audience.
Numbers GuyVision GalDecision Dude
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Use premise to communicate your business purpose.
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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
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