Developing Your Company Story

Posted on by Christine DeLooze | No Comments »

“If you want to build a ship, don’t drum up the people to gather wood, divide the work, and give orders. Instead, teach them to yearn for the vast and endless sea.” Antoine De Saint-Exupery, author of The Little Prince.

Rab Govil shared this quote in his AppForum keynote and in his recent webinar, “Developing Your Company’s Story: Why Buy From You.” This principle also applies in sales. According to Rab, “If you want a customer to buy your solution you don’t tell them how many presses you have or all the metrics you will you use to measure your deployment, you tell them the story of why working with you will help improve their lives. You need to provide them a vision.”

Effective stories follow a basic structure which is illustrated by Freytag’s Pyramid.FreytagPyramid

  • Exposition: setting the scene and introducing the characters. An Inciting moment begins the action.
  • Complication: A problem is introduced resulting in rising action
  • Climax: the moment of greatest tension in a story
  • Reversal: Events happen as a result of the climax and in some cases the reversal is a solution to problem
  • Dénouement (Conclusion): The moment of release when conflicts are resolved

While you may think that this doesn’t apply to business, the best sales stories have these elements. To illustrate how this storytelling structure can be used to get a message across in 60 seconds Rab shared the Budweiser Super Bowl “Puppy Love” commercial. You can watch it yourself on YouTube.

  • Exposition: A puppy develops a friendship with a ClydesdaleBudweiserPuppyCommercial
  • Complication: The puppy and the Clydesdale are being kept apart
  • Climax: The puppy is adopted and is leaving
  • Reversal: The Clydesdales stop the puppy from leaving
  • Dénouement (Conclusion): The puppy and the Clydesdale are playing in a field

These are the elements that need to be used in putting your company story together. Think about a solution that you built and how you would share that story with a prospect.

  • Exposition: Introduce the customer that you worked with
  • Complication: What was the challenge that they faced? How was it affecting the business or the ability of your contact to do his or her job?
  • Climax: If this challenge wasn’t addressed what was going to happen? Would the non-profit be unable to fulfill its mission? Was the Director of Marketing’s job on the line? Would the business lose money?
  • Reversal: How your solution or actions saved the day
  • Dénouement (Conclusion): The customer is happy with the solution and is now able to meet their objectives

In the webinar, Rab Govil shared an example of how PODi member Gabriel Group significantly improved how they talk about the company by structuring the conversation as a story. He also began the exercise of building a company story by working with Joe Contrino from Henry Wurst.

PODi members can access this webinar recording through Zenarate, PODi’s social learning platform. To enable your Zenarate access or to learn more visit the Zenarate site.

Write a comment