Story telling presentation on seth godin book 092710

Copyright © 2010 Handel Barr Learning Inc. All rights reserved.

Story Telling

Based upon the bookAll Marketers Are Liars/Tell Stories

By Seth Godin

1

Bill Barr

Copyright © 2010 Handel Barr Learning Inc. All rights reserved.2

Seth’s Premise

• “We don’t need what you sell, friend, we buy what we want.”

• “Stories let us lie to ourselves. And those lies satisfy our desires.”

• “It’s the story, not the good or service you actually sell, that pleases the customer.”


What Seth Says

Great Stories are:– True

–Make a Promise– Trusted– Subtle

–Happen Fast


What Seth SaysGreat Stories

– Don’t Appeal to Logic– Do Appeal to our Senses– Rarely Aimed at Everyone– Don’t Contradict Themselves– Agree With Our Worldview


The Marketing Opportunity

• Find a neglected worldview• Frame a story that focuses on it


CMO Worldview

• Something/One else is King– Competition– Market Share– Social Media– Growth– Global– New Products/Offerings


CMO Worldview

• Everything is a commodity• You have to be outrageous to win• Media Advertising is dead• You have to embellish to win• Sales and Marketing don’t get along

7 person bike actually works


Telling Stories

• “Your goal should not (must not) be to create a story that is quick, involves no risks and is without controversy. Boredom will not help you grow. You must go to the edges.”

REMARKABLE!


CMOs- Sales and Marketing Don’t Get Along

Hurts - Problems, Challenges, Missed ChancesLeads

– Leads are criticized as worthless by sales– Not enough leads generated to satisfy sales– Sales don’t track Marketing Leads to measure

effectiveness– Sales uses ineffective techniques to turn leads into

prospects– Sales won’t give up success stories– Sales won’t tell us what the customer wants


Ideal State – Future Vision

• Marketing and Sales work together to produce meaningful stories for both to use– Marketing in lead generation– Sales in prospecting

• Marketing and Sales have a common framework for creating stories that address worldview issues of their prospects

• A common framework allows both Marketing and Sales to measure results/effectiveness of lead generation activities


Numbers – Measurement/Metrics

• Lead follow up by sales increases from 25% to 75%

• Lead conversions to prospects improves from 10% to 40%

• Lead to customer ratios improve from 2% to 20%

• New customer acquisition improves from 15% to 25%


Knowledge – Product/Service Offering

B2B Learning Games from $ales Candy– Training with a fun factor built in– Training that is “Sticky”– Learning Games provide up to 90% learning

retention vs. instructor-led training (25%) or eLearning (25%) or blended ILT and eLearning (50%)

– Learning Games are more cost effective• Less time away from work• Lower cost of the training program


Success Story Elements

• Title – Job/Function• Hurt - Problem/Challenge/Missed Chance• Ideal State – Future Vision• Numbers – Measurement/Metrics• Knowledge – Product/Service Offering

The THINK System


You Can Help!

• Field Testing Underway – be a part of something new

• Free Learning Event• Fun Experience• Résumé Bullet

B2B Sales GamesThe Sweet Taste of Success!

Bill [email protected]

Story telling presentation on seth godin book 092710

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