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Sales-First Storytelling - Positioning with April Dunford

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Storytelling is a popular topic among marketers. Open your favorite social media platform, and you won’t have to look far to find marketing professionals discussing various aspects of storytelling - how we use data, emotions, customers, value, brand, purpose, and, of course, copy in storytelling. But you know what rarely comes up? Sales. Or selling, for that matter. We might admit that we aim to inspire customers to take action with our storytelling, but selling rarely gets a mention. While marketers obsess over storytelling, sales teams seem less infatuated. If you look at sales training (and sales folk do a LOT more formal training than marketers do), you will see a focus on negotiation skills, building empathy with a buyer, handling objections, and closing. What rarely makes the list? Storytelling. The result can cause whiplash for prospects. Marketing is sweating over every line of copy and meticulously crafting little jewel boxes of stories to entice prospects to take action. But

Sales-First Storytelling April Dunford Nov 29, 2023 78 12 10 Share Storytelling is a popular topic among marketers. Open your favorite social media platform, and you won’t have to look far to find marketing professionals discussing various aspects of storytelling - how we use data, emotions, customers, value, brand, purpose, and, of course, copy in storytelling. But you know what rarely comes up? Sales. Or selling, for that matter. We might admit that we aim to inspire customers to take action with our storytelling, but selling rarely gets a mention. Marketers are from Disneyland; sales folks

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