Storytelling: Why It Rarely Works in Sales Prospecting
Many a book has been written on storytelling. Especially in marketing. Today, storytelling (as a practice) is creeping into sales prospecting. But is it effective to start conversations from cold?
Like so many “best” practices this one rarely works for sales reps. Because stories are usually presented:
- Outside the buyer’s decision-making context (not buying context … the many parts preceding it)
- Selfishly, in a way tries to force conversation about the seller’s value
- To help uncover a “hidden pain” the prospect has yet is unaware of
Yes, B2B buyers are concerned more with business value, how your solution is different … less with features and benefits.
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