Who loves stories? I sure do. Good stories tap into the deepest part of who we are and the very things that make us human. Stories are memorable and inspiring. For those among us who make and see a lot of presentations in a business context, do you see a need to tell more stories? Much of what we do is really not storytelling, but a recitation of various factoids. We say things like: "27% of people say they do this" and "The current state of the business is that", and so one (and most of the time on and on and on!) The human mind cannot possibly retain such a litany of data. It's almost like when you meet someone for the first time. When you think about it, don't people who can tell you their story make a much more positive impression on you than the one who rattles off lists of things they've done or places they've been without anything interesting to say about those things?
Is there a place in the world of supplier and retailer relationship to tell more stories? Can it be possible to introduce emotion in a context where none exists, nor is expected to exist? If so, what does this look like? Tell your stories of great storytelling in the business context here!
3 comments:
There are entire retail segments that are dependent on "storytelling" as the foundation of the selling experience. These are often more emotional or aesthetic sales such as jewelry, art and fine craft. In the craft art world that I'm involved in retailers average $650psf in sales with many storeowners doing 1,500-2,000psf. Storytelling is the best way to begin and build trust and relationships with consumers.
Wendy Rosen
Publisher, Niche Magazine.
I've seen storytelling used really well by sales people to sell intangible products - or over the phone. Where it's done badly, sellers say things like, "do you want insurance coverage for your new digital camera?" - done well, sales colleagues say things like, "Even if the camera works perfectly, what if you fall into a pool?" These stories can also be told well through imagery - rather than just words.
Shelli Baltman
Shopper Innovation - What If Limited
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