Storytelling is Selling

Robert Cornish
Founder & CEO
May 10, 2021

Part of selling is storytelling.

I was speaking to my VP today about an example I saw from another company that essentially commoditized what they do.

Imagine being a computer company talking about why you should buy a computer and why computers are great. It’s uninspiring compared with “Think Different” and the Apple brand.

Not having a story or brand that helps carry your sales ultimately will show up in revenue numbers.

Get away from competing by working on your message and the position in your buyer’s mind.

You do cybersecurity? Great! But how is it relevant to your audience? What's compelling about your message, brand, culture, and offering?

Who is your audience?

What problem are they trying to solve or what goal are they trying to attain?

Help them with that. How?

They need to see how your company understands them and their problem or goal and they need to see how you can take them there.

Here’s a project we just completed that does a great job to illustrate their story.

People aren’t robots. People are emotional and moved by story and connection.

When you go beyond benefits, features, products, etc. and lean into the story and message, you’ll have an easier time engaging your buyers.

— Robert

Learn more about Richter

About Robert Cornish: Robert Cornish founded Richter in early 2008 to build an agency focused on communication strategies that support sales growth for business to business technology-related companies. Bootstrapped with zero capital in the middle of the financial meltdown, Richter went on to make the Inc 5000 list comprised of the fastest-growing companies in America five times. Richter made the Silicon Valley Fast 50 four times and the Entrepreneur360 award two times. Robert has been featured in Bloomberg Businessweek, Selling Power Magazine, Inc Magazine and IDEA magazine. He's been a guest speaker for ACG Los Angeles, IASA Summit, West Point and been interviewed for 33Voices, EnTRUEpreneurship Podcast and IDEA Magazine by Northwood University. In 2012 Wiley & Sons published his book, What Works, about the lessons he's learned while growing his agency from start-up navigating his way to a multi-million dollar agency. Robert currently owns four companies.

Get What Works on Audible here >>>

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