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Strategic narrative is the foundation for an efficient funnel. The arc of the StoryKernel mirrors the customer journey. Sales teams that derive messaging points at each funnel stage from the strategic narrative are able to create a “pull” motion that efficiently converts buyers to the next step.
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Strategic narrative should be used consistently across the customer journey. The brand story is a framework. At each stage of the customer journey, sellers should apply the relevant elements of the framework to a specific story they want to tell. This allows sellers to tell dynamic, relevant stories as needed to pull buyers through the funnel.
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A great customer story captures the voice of your customer and retells it using the arc of your strategic narrative. To tell a great customer story, capture the relevant experience of your customer. Then, identify the key points in each piece of your strategic narrative. Finally, reframe your customer’s voice to be aligned with that story.
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Research shows buyers make decisions emotionally, and then select product features that align with their initial feeling. Sales teams that consistently beat quota use stories to show buyers why they’re different and why they’re credible.
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To tell effective stories in B2B sales, focus on three things. First, build the narrative around your buyer so they seem themselves in the story you’re telling. Next, emphasize the parts of your strategic narrative relevant to the buyer’s current funnel stage. And finally, use the story to build urgency in its opening, provide value in its middle, and deliver a conclusion that invites buyers to hear the rest of the story in the next funnel stage.
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Every sales methodology has a place where using stories to build credibility, reframe buyer perspective, or communicate value is important. Whatever sales methodology your team uses, strategic narrative should integrate seamlessly. Woden is influenced by the Challenger Sale.
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A strategic narrative can only have one hero. Brands who engage multiple buyers—including resellers and distributors—should think of these other people as “allies” of their hero in the story. The brand’s role is to surround the hero with their allies to aid them. This framing creates an empowering story for the rest of the buying committee while mainlining their focus on the buyer.
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Persuasive product demos are about the customer. Sellers can integrate origin stories and customer stories into demos to provide context to product features, and ensure they’re relevant to buyers.
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People have more pre-sale touchpoints with your brand than ever before. Your team’s ability to deliver the story across the buying journey is essential. And the way they deliver customer experience must be consistent with the story to ensure social proof (reviews, testimonials) are consistent with the message in the market. Brand story not only inspires your team to deliver this but provides them a purpose-driven workplace that fuels retention.
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Authenticity is required for a strategic narrative. Align your team by engaging them early in the process and show them where the StoryKernel reflects their input. Where change is needed, ensure it is organic and emerges from customer and team inputs.
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An essential brand’s origin story weaves the company’s history and strategic narrative together. To craft a good origin story, first capture your company’s founding history. Then, look at your StoryKernel and identify how to re-frame the story consistent with the narrative.
