inboundphx: storytelling is the secret to a successful sales & marketing relationship
TRANSCRIPT
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Storytelling is the Secret to the Sales and Marketing Relationship
Robert Wallace09.30.15
[email protected] @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
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Make your hero (hint, hint...it’s your customer) the center of the story.
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Sales & Marketing Speak:
Align buying vision
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Communicate how you help the hero overcome
the challenge.
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Sales & Marketing Speak:Articulate your value proposition, unique benefit, and differentiation
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Illustrate a resolution that satisfies your
customers.
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Sales & Marketing Speak:
More aligning of buying vision
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