Storytelling is the Secret to the Sales and Marketing Relationship

Robert Wallace09.30.15

robert.wallace@tallwave.com @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

What’s “Marketing” mean?

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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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Thank you!robert.wallace@tallwave.com

@robertawallace