From "sales pitch" to "trusted partnership"
Storytelling is pervasive in sales and marketing conversations. That’s because storytelling can compellingly communicate the history of the firm, the usefulness of the firm’s products and services, the firm’s values as well as the character of the customers who appreciate the firm.
It is however important to distinguish between the role of storytelling when it is being used to launch a sales pitch aimed at maximizing short-run sales and the role of storytelling being used to establish a trusted partner relationship that lays the basis for enduring enthusiasm for the firm and its products and services.
This vital issue ror sales, marketing and branding departments is discussed in chapter 6 of The Secret Language of Leadership. To a brief summary of the issues, go
here.