SALES FORCE & CHANNEL MANAGEMENT

Storytelling
Group 17
Daksh Vala 44160
Justin Lakra 44198
Nitya Bhardwaj 44245
S Sanjit 44283
Shreyanshi Agarwal 44309
Contents
What is Storytelling?
Importance of Storytelling in Business
Uses of Storytelling
Types of Stories used in Sales
Tips to be a Better Storyteller
Examples of Brand Storytelling
Conclusion
References
SALES FORCE & CHANNEL MANAGEMENT - GROUP 17
What is
Storytelling?
Storytelling is the art of telling stories or tales. In marketing, however, it refers to a
strategy to communicate certain information using the context of a story.
The three main functions of Storytelling in content marketing are these:
Identification: Making the audience feel identified with the character, the story or
the challenges observed.
Emotionality: Arousing specific emotions on the target audience.
Bonding: Linking those positive emotions to the brand by means of identification.
Storytelling is a marketing strategy focused on emotional rather than on rational
approaches. Its great effectiveness has to do with the fact that people usually make
purchases or start using a brand based on their emotions and not following so much
some rational reason. Besides, stories can create much higher expectations and
interest than traditional ads.
SALES FORCE & CHANNEL MANAGEMENT - GROUP 17
 3 Pillars of Storytelling

ETHOS PATHOS LOGOS

Ethical Appeal - Emotional Logical
Credibility of Appeal - Appeal -
the storyteller Empathy Analytics

SALES FORCE & CHANNEL MANAGEMENT - GROUP 17

 IMPORTANCE OF STORYTELLING IN
BUSINESS

MARKETING EMOTIONAL COMPETITIVE

STRATEGY CONNECT ADVANTAGES HUMAN ASPECT
CREATION
It creates a framework for In a way that figures, facts, Products and services are People want to invest in people
content organization. and presentations cannot, a oversaturated. Eventually rather than companies. A
A story-based marketing compelling and inspiring tale decision-making is company's decision to
approach aids in the makes the audience think ultimately more emotional humanize itself by sharing
simplification of a vision's and feel. Good stories elicit than logical . A company tales and inspiring people is
intricacies and clearly emotions and establish a with a compelling & unique both ethical and strategic.
communicates the true connection between story can attract customers If a company decides to
business's purpose and the audience and the and generate revenue. In convey its vision rather than
notion to the outside world. Business. the end, this aids in the just its products or services,
development of the the audience is more likely to
company's own brand. subscribe to the company.

SALES FORCE & CHANNEL MANAGEMENT - GROUP 17

USES OF STORY TELLING

Create Understanding of the Business:

Customers can connect and understand how the company works and what it stands for through
storytelling.
Brand storytelling also makes customers feel more connected to the company because they gain a better
understanding of what distinguishes it. They can also apply this knowledge to their own lives, which
makes them feel more connected to the company.

Customer Engagement:
Human minds are incapable of processing large details and facts at once. Stories, on the other hand, are
easily processed because they are concise, memorable, and can convey a wide range of emotions. A
Good Story contains rich insights, stories hold customers' attention for longer periods and stick with
them.

SALES FORCE & CHANNEL MANAGEMENT - GROUP 17

CONT.

Avoid Self Promotion:

Business storytelling, particularly in sales & marketing, enables the person to discuss the company's
history without sounding like a sales pitch. He/She can discuss the advantages of the product or service
and how others will benefit from it by telling a story to which they can relate.

Relate and Create Trust:

A good storey causes the consumer brain to make connections with situations they have previously
encountered.
Business decisions are not made solely based on logic. Customer's decisions are heavily influenced by
their emotions. Storytelling is one method for getting customers to care about the company. These
feelings can be related to trust, desire, or enabling their desires.

SALES FORCE & CHANNEL MANAGEMENT - GROUP 17

TYPES OF STORIES USED IN SALES
Credibility Story
Organization Story
Customer Story
Business Story
Analogy / Metaphor
Personal Story

SALES FORCE & CHANNEL MANAGEMENT - GROUP 17

CREDIBILITY STORY
Persuasion is all about being able to win someone over to your way of thinking.
All stories are about change and yet it is very hard to get someone to change their
minds because they have a very large reason that they’ve built over time why they
believe what they believe, historical reasons, cultural reasons etc.
Effective stories that talk about experiences that the audience can relate to bring
credibility to the product being spoken of by the speaker which helps in indirect
persuasion through their minds.
Choose, craft, present and brand credible facts and figures while making a credible
story.

SALES FORCE & CHANNEL MANAGEMENT - GROUP 17

ORGANIZATION STORY
The primary method is to make use of the company’s unique origin story– this
refers to highlighting the problem your product has identified and then aims to
solve.
A persuasive, brief founding story helps in humanizing your company and offers a
fresh peek into your defined values and purpose. The opening is focused on the
customer and not on the company.

SALES FORCE & CHANNEL MANAGEMENT - GROUP 17

CUSTOMER STORY
Case studies along with customer testimonials are an immensely powerful tool to
make use of during any pitch. A consumer who previously benefited from using your
product/service acts as a much more credible advocate to a prospective consumer
over another vendor/salesperson.
Here, even though you convey a true customer’s story from the past, you also
adapt the story in a more polished and engaging sense to suit your prospective
customer at hand.

SALES FORCE & CHANNEL MANAGEMENT - GROUP 17

BUSINESS STORY
In these kinds of stories, you talk about another business/industry that is
unassociated with your customer’s business. This way you give away astonishing
insights into problems, solutions, or opportunities.
ANALOGY / METAPHOR
This is a comparative story that offers something novel instead of something familiar
in a quick & effective way to convey a sales pitch to your customers.
Analogies are also used for softening any beliefs or misconceptions your customer
may have. It is important to focus on what your key message is so that you find the
right analogy topic (i.e., growth, accuracy, safety, etc.). It should not be complex and
time taking to understand.
SALES FORCE & CHANNEL MANAGEMENT - GROUP 17
PERSONAL STORY
Using your own personal experience to shed light on a subject is a very powerful as
well as memorable tool.
Unlike most stories that are business-based, personal stories can help form a
stronger emotional connection with the customers. People respond to a tight, well-
told, purposeful personal story.

SALES FORCE & CHANNEL MANAGEMENT - GROUP 17

 STORIES EVERY
SALESPERSON MUST TELL

HOOK FIGHT LAND

STORIES STORIES STORIES
Stories to Stories to Stories to
Connect Differentiate Close the Deal

Your Personal Stories Insight Stories Values Stories

Key Staff Stories Success Stories Teaching Stories
Company Creation Stories
TIPS TO BE A BETTER STORYTELLER

Start with Make it Mine your Know your

a Message Personal own Target
Experiences Audience

Pace your Focus on how

main your
Business'
points Work in Keep it story helps
throughout some Simple solving your
your story Surprises audience's
needs
SALES FORCE & CHANNEL MANAGEMENT - GROUP 17
 Principles to Remember
Do's
Consider your audience
Choose a framework and details
that will best resonate with your
listeners.
Identify the moral or message your
want to impart.
Find inspiration in your life
experiences.
Don'ts
Assume you don’t have
storytelling chops ; we all have it
in us to tell memorable stories.
Give yourself the starring role.
Overwhelm your story with
unnecessary details
SALES FORCE & CHANNEL MANAGEMENT - GROUP 17
EXAMPLES OF
BRAND STORYTELLING
Land Rover -
The Vanishing Game
BMW Individual
Nike - Women's Day

SALES FORCE & CHANNEL MANAGEMENT - GROUP 17

 Land Rover -
The Vanishing Game
Automaker Land Rover has taken digital
storytelling to a whole new level by pairing fiction
with real life automotive adventure. The Vanishing
Game was launched as an interactive version of
British author William Boyd’s novel about
captivating yet enigmatic driving experience in
United Kingdom.
As the protagonist drives around in his Land
Rover Defender across the country, readers are
carried through a very life-like Tumblr page filled
with multi-sensory experience: interactive text,
videos, backgrounds, sounds and narration.
The multi-sensory execution together with
sharable content complement the story in every
possible step, has made it better than imagining it
yourself. The 17,000-word book is available as e-
book on Kindle, iBooks and Fire tablets
 BMW "Individual” allows users to navigate through different parts of the app
using innovative user interface. It highlights the automaker’s wide range of
customizable vehicles, presenting a broad spectrum of interior and exterior
options. Promoting the BMW Individual Manufactory program, the app
challenges users to enable certain functions, such as tapping, sliding or
rubbing on the content to unlock new images and text.
The presentation is packed with various animated pictures and interactive
BMW features, like flipping through different pages and contents. The realistic
Individual depiction of colors and materials resembles virtual reality feel, while the
visualizer option supports the luxury of customization. Overall the app
resembles an interactive storybook, motivating and inspiring consumers to
create their own individual automobile story.
NIKE
One Day We Won't Need This Day
Women's Day
Nike is a company with strong marketing collateral.
Each message is clear and simple. Instead of the
company investing on flashy branding they understood
customer requirements, created a better product and
then asked athletes to tell their story while endorsing
the product.
For example, the video attached features not one
hero, but a group of heroes (the minority community)
overcoming their sports goals as well as the
challenges of racial differences and discrimination.
It talks about how a hero doesn’t need to be a single
person but a common goal.
 Brand success lies in the ability to build a
presence within people’s minds and in their lives.
In this sense, Storytelling is an excellent ally: it
can help establish the first connection to forge a
bond with our consumers and potential
Conclusion customers.
A well-told story allows us to lay the foundations
for a relationship that will last into the future. It
will make our brand grow, based on those very
values that we stand for and that our audience
shares or longs to live.

SALES FORCE & CHANNEL MANAGEMENT - GROUP 17

References
https://www.feedough.com/storytelling-in-sales/
https://virtualspeech.com/blog/importance-storytelling-
business
https://youtu.be/VUlbuxoeZMQ
https://youtu.be/L25ObTBgTJA
https://youtu.be/HYQOW34b-0g
https://youtu.be/gfuj25UsVvc
https://www.richardson.com/blog/storytelling-in-sales/
https://www.linkedin.com/pulse/power-storytelling-
sales-edoardo-cannarsa/