Arming your sales team with stories will impact the performance of your marketing program. Your sales team has to stop selling and start guiding. This means having the stories and using these stories at the right time to help your prospects know, like and trust you.
As marketers, we have to arm our sales team with the stories they need. We have to create them strategically and help the sales people know when and how to use them.
Here is an example. Our client sells large data centers power, cooling, and storage solutions. Their sales people are actually called Data Center Engineers and instead of providing a product catalog or calling to take an order once a month, these “experts” are having conversations with prospects and clients where they share experiences they have had with other clients.
Instead of talking about features, they are telling stories of how a particular product worked successfully in a similar sized data center. Instead of highlighting the product of the month, they are asking questions about their center’s performance, telling how other clients who have seen improved performance and offering an evaluation to ensure that this product will perform equally as well at their center. See the difference?
It is going to be Marketing’s responsibility to create the right stories, build them in a way that engages prospects, and then help sales know when and how to apply them.
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