One of the big ideas from ITB this year is really an age-old concept: the value of telling stories to share ideas. While you can (and should) tell stories about everything you do, here are the three most compelling stories I see from a sales perspective:
“How I chose them” (A customer’s decision making process)
Tell this story because: Having a happy customer explain the process she went through to purchase your product will be something your prospects can relate to.
“Why I chose them” (A customer’s testimonial)
Tell this story because: Having a happy customer tell the story of why he ended up choosing you might reveal motivators that appeal to other prospects. It could include buying criteria you didn’t think of. And the story of why to buy from you best comes from a customer, not a salesperson.
Examples:
Story Hotels uploads hand-written guest comment cards -
Software company Eloqua uses testimonials to share benefits buyers receive -
How we made it (Showcasing your teams’ talent)
Tell this story because: Having the architects of your product or experience explain the creation process they went through raises perceived value and makes your offering much more appealing to others.
Examples:
Faena Hotel + Universe in Buenos Aires -
Ask for Me campaign from theWit Chicago -
The Kilted Doorman at the Hotel Missoni -
Are you telling these three stories?
