Organisation Development
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Organisation Development
Developing healthy organisations
Curated by David Hain
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Rescooped by David Hain from coachingme!

How to turn every sales person into a top story-teller

How to turn every sales person into a top story-teller | Organisation Development |
Top Sellers are Great Storytellers: A simple framework for harnessing the power of anecdotesWhat sets top sales people apart?

Via Karen Dietz, Gemma Vives Boix
Karen Dietz's curator insight, January 24, 2013 6:54 PM

Here is a niftly article that not only talks about the importance of storytelling in sales to boost the bottom line, but also includes a formula, and a free downloadable template.


The formula is pretty good. The only issue I have with it is that it still positions the company -- not the customer -- as the hero. We know that for max effectiveness, we want to make the customer the hero.

It is a subtle but important change -- because if the customer is the hero, your prospect will see themselves as the next potential hero. And your next customer. That is a good thing.

So how would you shift the formula given? In section 3, instead of saying "Working with their [key sponsor’s role], we helped them implement [brief description of our key capabilities] that allowed them to [brief description of benefits]" try this:

"Working with their [key sponsor’s role], our client was able to use our [brief description of our key capabilities]. As a result [share what THEY were able to accomplish] that allowed them to [brief description of benefits]."

That is only one suggestion. How else would you rewrite the formula to make the customer the hero of the story?

There are other good insights here and don't forget to download the free template!

This review was written by Karen Dietz for her curated content on business storytelling at

Edna Campos's curator insight, February 1, 2013 4:27 PM

Muy buen articulo..

Trumans's curator insight, February 10, 2013 5:49 PM

The human psyche is tuned in to story telling - that's why books, songs, movies and TV are so popular - everyone loves a story. The best thing you can do in business is to know your story and then share it in a continuously enthralling way.... a la Coca Cola...

Rescooped by David Hain from The Daily Leadership Scoop!

Companies With The Best Stories Win: 10 Key Points For Telling Your Story - Forbes

Companies With The Best Stories Win: 10 Key Points For Telling Your Story - Forbes | Organisation Development |
Winning entrepreneurs bond emotionally with employees, investors and customers--and dramatically increase their chances for funding and for long term success--when they hone their ability to tell meaningful stories about their businesses.


Here is an article discussing 2 examples of effective business storytelling for marketing/branding/identity purposes that really work. One is a small business (Baby Steals) and the other one is a large enterpriese (IKEA). You will notice the difference in their stories as the size of the business kicks in.


Pay close attention to what the founder of Baby Steals did/does -- because implicit in the example shared are story listening skills and how the stories she was hearing from customers/prospects also shaped the success of her company.


And then there are 10 tips for bringing storytelling into your business marketing/branding efforts. All are solid. A word of advice here -- working on several of these 10 tips takes time. The ideas you come up with during your first pass you will want to test with friends, colleagues, customers, and prospects. This is an iterative process where your focus and messaging gets sharper, clearer, and more powerful over time. So give yourself the opportunity to play. This goes no matter what size of business you have -- micro to large enteprise.


We are heading into the 4th quarter of the year -- what a great time to hone in on your business storytelling, laying a stronger foundation for your company in 2013.


This review was written by Karen Dietz for her collection of articles on business storytelling at ;

Via Karen Dietz, Bobby Dillard
Ken Morrison's comment, September 5, 2012 8:49 PM
Thank you for the recent rescoops! Hope you are having a nice weei.
Carole Pyke - The Personal Brand Storyteller's curator insight, April 15, 2013 4:53 PM

just testing