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Helping Customers Develop a Vision of a Solution Using Power Story and Consultative Sales Marketing.
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Customer Experience: Why Technology Cannot Replace In-Person Storytelling -Bill Harley

"Bill Harley, a Friend, storyteller, author, songwriter, teaching artist; two-time Grammy winning artist in the spoken word category; Lifetime Achievement awards from the Rhode Island Council on the Humanities, Children's Music Network and the National Storytelling Network."


Via Karen Dietz
streetsmartprof's insight:

Make sure to read the insight by Karen Dietz, the 1st one posted.

 

This is well worth 13 minutes. They say time stands still during a good story. Look at your watch after Bill understands the boy in the back of the room, you may be surprised...

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Denyse Drummond-Dunn's curator insight, February 8, 2013 4:48 AM

Another great TED video, on storytelling, definitely worth watching on a Friday afternoon.

Laurence Roelants's comment, February 8, 2013 5:59 AM
This was magic! thanks!!
Elsemiek Meijs's curator insight, February 8, 2013 8:09 AM

Wow! Please take 13 minutes and forget everything else.

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Customer Experience: The storytelling imperative: Make them care!

Customer Experience: The storytelling imperative: Make them care! | Customer Experience | The How not the Why | Scoop.it

Pixar Studios filmmaker Andrew Stantongave a good TED talk about a year ago where he states that one of the key aims of any good story is that it must make the audience care. "Make me care," he says.

 

If you research the advice of famous directors and screenwriters of today and of years gone by you will find this is a common refrain: You have go to make the audience care.Presentations in all their many forms are never just about transferring information alone.

 

We are emotional beings, like it or not, and to connect and engage people to the degree that they will care enough to listen to you, you have to evoke in them some kind of emotion. The TED talk below is well worth watching; the storytelling lessons in this short talk are many.


Via Gregg Morris
streetsmartprof's insight:

If you are struggling with getting your sales and marketing stories to come to life, watch this Ted Video for some great insights.

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Gregg Morris's curator insight, January 28, 2013 7:05 AM

Such a great Ted talk. Garr relates it to presentations as only he can. [Okay, Nancy Duarte could as well. :) ] Be sure to watch it if you haven't already.

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Death by PowerPoint is Poor Customer Experience

Death by PowerPoint is Poor Customer Experience | Customer Experience | The How not the Why | Scoop.it

The objective during the buy-sell cycle is to help the buyer create a vision of a solution based on value. Don't just "show up and throw up", use the power of a visual story to help resonate with the buyer. (Ken Jondahl)

 

"I've found that the most effective presenters use the same techniques as great storytellers: By reminding people of the status quo and then revealing the path to a better way, they set up a conflict that needs to be resolved."

 

"That tension helps them persuade the audience to adopt a new mindset or behave differently — to move from what is to what could be. And by following Aristotle's three-part story structure (beginning, middle, end), they create a message that's easy to digest, remember, and retell. - Nancy Duarte)

 

Review by Karen Dietz for her curated content on business storytelling:

 

Here is a quick and concise post on the essential elements of creating a presentation as a story from presentation master Nancy Duarte.

 

I love how she chunks the presentation down into manageable chunks and gives examples as we go along so we can really get it.

 

Now you have this template, there's no excuse for creating 'death by PowerPoint'!

 

http://blogs.hbr.org/cs/2012/10/structure_your_presentation_li.html

 

This is the fourth post in Nancy Duarte's blog series on creating and delivering presentations, based on tips from her new book, the HBR Guide to Persuasive Presentations. The other 3 articles are listed at the bottom of the 4th article link above.

 

If you prefer to watch the video by Nancy, go here:

http://player.vimeo.com/video/20618288


Via Karen Dietz
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Giselle Hardt's curator insight, March 23, 2013 10:15 AM

Voici les principes que je ne cesse d'inculquer aux participants de mes formations...l'époque des présentations ennuyeuses et révolue, place au storytelling dans les présentations.

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Customer Experience is About How Your Customers Buy - Not About How You Sell

Customer Experience is About How Your Customers Buy - Not About How You Sell | Customer Experience | The How not the Why | Scoop.it

"Although the value of your offering is overwhelming, customers resist. Why?
More important, how will you get past this irrational wall of resistance, and make the sale?"


"Here's a quick article from Michael Harris that makes a powerful point: if you want to increase your sales, engage prospects in buying simulations (a special type of story) that do your selling for you. - Karen Dietz"


I like the SlideShare piece that comes along with this, and the free downloadable guide.


Master buildling and sharing these scenarios and see your sales rise. Now that's a good thing!


PS -- if you want more on story selling, follow fellow curator Ken Jondahl and his Story Selling curated content at http://www.scoop.it/t/story-selling ;


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;


Via Karen Dietz, Ken Jondahl
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Winning the Story Wars - Connecting with Your Customers

Behind every great civilization is a good story. That's the premise of a new book called Winning the Story Wars, by Jonah Sachs.

Set for a July release by Harvard Business Review Press, the book argues that the key to a strong  brand and powerful marketing is leveraging the potency in myths of old.

It is, what Sachs calls, empowerment marketing—that is, setting brands and campaigns within the context of uplifting stories that inspire customers to adventure, higher values, and citizenship, instead of shrinking consumers back into fear, insecurity, and passive consumption.

These stories appeal to our most basic human sensitivities and also build a better world. Sachs calls us to return to this kind of story strategy, infusing new digital tools with these powerful lessons from the greatest legends and myths of all time.


The beautifully animated video not only dives into empowerment marketing, it also tells a great story.

 

Org. posting: www.holykaw.alltop.com/how-storytelling-can-save-advertising-video

 

More on story in sales and marketing:
www.scoop.it/t/story-selling

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Effective Sales Prospecting, Chris's Story

Let me tell you a story about Chris.

Chris found that selling was still just a numbers game.

Each of his sales calls started with the same message: "At ABC Co., we're the world's leading..."

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Three Elements of Storytelling to Improve the Customer Experience

Three Elements of  Storytelling to Improve the Customer Experience | Customer Experience | The How not the Why | Scoop.it
Storytelling is a powerful business tool.  I was reminded of this during my visit last week to the January meeting of the Ohio State Council of SHRM.  Although I was there as an invited guest speaker, I certainly feel like … Continue reading → (Three...

Via Karen Dietz
streetsmartprof's insight:

As Karen already suggested, great insight/questions around your "Who I Represent" story and part of your job is to improve the customer experience. 

 

Which by the way is in everyone's job...

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Aloha Shikha's curator insight, February 1, 2013 2:27 AM

for my script on business journalism 

 

Ken Jondahl's curator insight, February 28, 2013 4:59 PM

Karen Dietz's insight:        

OK -- this article is super quick. But I curated it because I really like the 3 questions it poses to make sure your corporate storytelling is on the right track.

 

The article is written for those in large enterprises. But these questions could work just as well for small businesses and entrepreneurs, also.

 

Pay attention to these 3 questions and you will be on the road to success. All 3 are right on.

 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it

Mike Ellsworth's comment, March 5, 2013 10:39 AM
Thanks for the reScoop, Benjami!
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10 Ways Stories Help Companies Share Their Customers Experiences

10 Ways Stories Help Companies Share Their Customers Experiences | Customer Experience | The How not the Why | Scoop.it
10 Ways Customer Stories Help Companies Sell http://t.co/3JwGufQB via @Savvy_B2B...

 

Woo hoo! If there was any doubt about the necessity for crafting and promoting your customer's stories, then this quick post will dispell them all.

 

Customer case study specialist Casey Hibbard shares some research from Gartner about the impact of customer stories on sales, and then lists specifically how customer stories can lead to business growth.

 

As I'm rebuilding my website, I'm taking Casey's advice -- and hope you do too. 

 

Oh - but make sure you are actually writing customer stories to share and not testimonials. Testimonials are critical -- yet they are mostly valuable opinions from customers about their experience with you. That's part of your 'story' but they often are not really stories. 

 

So - write mini-stories or storied case-studies about your work with customers to receive the full impact of your customer stories!

 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it


Via Karen Dietz, David Hain
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Watch the Customer Experience to Gage Your Content

Watch the Customer Experience to Gage Your Content | Customer Experience | The How not the Why | Scoop.it

"If you’re only developing content with consumption in mind, you’re missing a huge opportunity to keep momentum going as prospective buyers move through the buying cycle."

 

How often have you repeated a "good story" you heard? Now compare this to how often you forward something you read as "content about a product or service". Content is over rated in the marketing world, however, if you wrap solid information about how to "use your products and services within the power of story to satisfy the customers needs", the odds go up it will resonate and be shared.

 

Read on for Karen Dietz's ideas around this article.

 

I've said this before -- biz storytelling is about engagement, not simply broadcasting messages. This is the first article I've found that actually tries to break down the different types of conversations you want your biz stories to spark or serve.

 

I disagree with the distinction between dialogue and conversation. I think a better distinction to make is between messaging and conversation. And stories are often shared within a conversation. Conversations are not necessarily storytelling. So that is my nit-pick for today.

 

I really wish the author, Stephanie Tilton, would have included examples for each type of conversation mentioned. She tries to explain the different conversations but I need examples this morning in order to get ideas for how to apply her advice. Or maybe I'm just too tired this morning!

 

So there are 2 lessons here -- 1) target your storytelling to the conversations you want to promote and help along; and 2) make sure when you write content you give examples so you don't make it so hard for your readers to apply your insights.

 

I also really like the point the author makes about shifting from talking to listening, and shifting to serial storytelling in your business. OK -- I'm heading into the kitchen for some more coffee!

 

Full article:

http://www.mpdailyfix.com/is-your-content-sourcing-conversations-b2b-forum-coverage/


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Customer Experience is Not About Boring Power Point Pitches

Customer Experience is Not About Boring Power Point Pitches | Customer Experience | The How not the Why | Scoop.it

"Admit it – you’re sick to death of being forced to sit through boring Power Point pitches, given by drab salespeople in stifling conference rooms. The real problem is that it isn’t just you that feels this way!"

 

"Your prospective customers are just as burned out on these traditional marketing methods as you are – which means that you’ve got to bring something new to the table if you want to be an effective B2B salesperson."

 

"One particular model to consider is the visual story. In this approach, marketing messages are conveyed in a way that is easiest for the brain to process. A voice narrates your message as the visual images supports it."

 

Read the full article on ideas of how to use visual story telling to help your sales and marketing personal connect and inspire your customers.

 

Customer experience is not about death by Power Point. Help them create a vision of a solution using your products and services based on value with visual stories.

http://blog.truscribe.com/blog/bid/187756/Why-Visual-Storytelling-Works-for-B2B-Marketing

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Customer Experience - Sales - Missing Link

Customer Experience - Sales - Missing Link | Customer Experience | The How not the Why | Scoop.it

The Power of Story is the Missing Link in Sales. The usage of story is how we create the "Best Buying Experience", the beginning of the best customer experience.

Story allows sales to emotionally connect with, inspire and influence those we wish to do business with.

One of the first questions we are asked is, why story? For the past one hundred and ninety thousand years, humans have used story to lead, communicate, educate, warn, persuade, engage and inspire others, to celebrate success and to connect emotionally.

Also consider, why are the leaders in virtually all professions good storytellers? Story is in our DNA.

#1 - Why use story to sell?

A good story can have a profound effect on...

 

#2 - “You can’t teach rapport.”

This was one of my first lessons at Xerox...

 

#3 - We were selling disruptive systems

My mission was to show the bottom 80% of sellers how to...

#4 - Finally, in 2008 I had the mother of all "ah ha" moments.

The difference between the top and bottom sellers is...

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