How Storytelling in Sales Helps You Rise Above Other Brands to Connect With Customers (AllBusiness, June 2023)
Every opportunity to discuss your brand, service, or market position is a choice between simply pitching the benefits of your product or sharing a personal, meaningful story that connects you to your listener.
The first time I heard about the “death of the trade show” was in fall 2001. The tragedy of 9/11 struck fear in the hearts of personal and professional travelers alike, grounding a significant portion of the populace and spawning conversations around if, when, and how we’d ever travel again in the face of such considerable risk.
When it comes to marketing communication, no one likes to be sold to, but everyone loves a great story. Learn to tell a better corporate story, and the payoff for your brand and personal career will be immediate, extensive, and lasting.
When was the last time you read and retained every word of a speaker’s bio? Or got to the end of a bio that actually made you more excited to attend that speaker’s session? Don’t worry if you can’t recall one; speaker bios are notoriously predictable, clinical, and uninspiring.
Knowing how to pack – and more important, how not to pack – can make the difference between an extra glass of champagne at the neighborhood bistro or a lost afternoon at the baggage carousel.
Whether you enjoy and look forward to delivering a presentation, or fear and avoid giving talks in front of others, you can quickly and easily become a more successful communicator. And while you may not like taking the microphone, you can get better at it.
Success or failure of any corporate story relies on a proven hierarchy in how humans humans hear, interpret, and accept any message that arrives as part of a daily input of 10,000+ bits of stimuli, all screaming and jostling for attention. Understanding that hierarchy, then crafting brand messaging that honors and follows it, is key to assuring reliable marketing impact for you, your company, and your product.
Companies that succeed at CSR are the ones who do it because they genuinely want to do it, regardless of the story it tells or the profit it derives. Those companies have leaders who not only directly and aggressively support their CSR team’s efforts, but who actively participate in it themselves. The fish stinks or swims from the head down.
When guests step out of the aisles and into your trade show booth, is your team ready to make the most of that golden opportunity?
Conferences can be rewarding, powerful opportunities to interface with new and existing customers, discover trends in your market, and capitalize on valuable interactions in ways we can’t during our typically siloed work days.