Seed World

Why the Soft Skills of Storytelling Can Pay Big

Seed World Group

Doing the right thing is not always easy, but it is always the right thing! Shawn remains committed to this concept and knows very clearly that he has surrounded himself with a superbly talented group of colleagues at Seed World Group. With a keen focus on solutions, Shawn utilizes his more than 20-plus years of management experience across multiple private and public sector industries to help share and shape the ag communications landscape. Travelling extensively around the world provides a huge network and global experiences to help clients find solutions to enhance their businesses and increase their return on investment. Content is king and execution is critical – for all of us.

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For many of us that started our career in sales – specifically in product sales – we were likely indoctrinated into school of features and benefits selling. If I asked you right now to tell me about a new product, your default might be to say something like: “Product A is new and does X, Y, and Z ten times better than the other products on the market. That means you’ll get three times more protection in the field.”

Now don’t get me wrong there is a time and place for features and benefits selling, but for customers just getting to know your company, your brand, and your products you might not yet have earned the confidence of your prospective leads. This is where shifting tactics and approaching with a good product/brand story can make the difference.

Why you ask? It’s because we engage with a story differently. When boiled down, marketing is all about telling a story. Stories create a customer centric connection between your brand, prospects, and customers. Business storytelling can humanize your company, get your message across, and promote your product without being imposing. A well told story should engage and attract your audience, motivating your target audience to learn more about your company.

So how does storytelling translate in better sales?

While we might use logic while researching a product or service, the final decision we make is often guided by on our emotions. When you share a story with someone you communicate experiences in a way that can give your brand meaning and allows your readers to relate with you on events in their own lives.

On a daily basis we’re bombarded by information. A great story helps you cut through the noise and grab the attention of your customers, who will remember how your story made them feel and that bond is where the magic happens.

Tune in next time when we talk about – how to deliver an impactful story!