by Tom Ruwitch
A sales rep called on me recently to discuss his company’s software and whether it might be a good fit for my business.
He started the conversation by saying, “I’m excited to share with you our story -- especially since you run a company called Story Power marketing.”
I told him, “I’m excited to hear it.”
And so it began….
He told me about the founders.
He told me how the company’s name combines the first name initials of the founders’ three children.
He told me about those children and how they got into the business.
He told me about the company’s near collapse and dramatic recovery when the economy tanked in 2001 and again in 2008.
And he told me how their customers have been so good to them during those downtimes and how that strengthened the company’s commitment to deliver outstanding service.
It was a nice story. Really.
But it revealed little about why I should do business with him.
When he finished, I said, “Tell me the story of one of your customers -- how they found you, why they chose you, why they stick with you.”
He seemed stumped. This wasn’t the story he scripted. He couldn’t answer.
And so it goes with so many businesses that dip their toes into storytelling waters.
We’ve all heard the buzz. Storytelling sells (true). Businesses are eager to power up their stories (good idea) to help them grow.
But too many businesses think storytelling is about them. They try to craft legendary tales about their founders’ journeys. About their trials and tribulations. About their lessons learned.
Prospects may learn a bit that might matter. (I learned this company is dedicated to customer service). But that’s not the important stuff. That’s not the stuff your salespeople should lead with. That’s not the heart of your business story.
Your customers are the heart of your business story. Their story is your story.
What were they struggling with when they came to you? What problems did they want to escape? What goals did they wish to achieve?
How did your company -- your products and services -- guide them from where they were to where they wanted to be?
THAT’S an interesting story. That’s a story your prospects can relate to.
And that’s what you’re going for when you weave stories into your marketing and sales. You want to tell stories that reflect your prospects. You want to tell stories that make prospects say, “Yes! I can relate.”
Tom Ruwitch is the founder and CEO of Story Power Marketing which helps businesses power up their stories to attract more and better prospects, keep them tuned in, and inspire them to act. You can learn more and join the email list at StoryPowerMarketing.com.
Submitted 3 years 147 days ago