Many talk about storytelling when marketing for a company. Today the core of a company’s marketing has to be integrated with the sales engagement process to maximize interest and drive towards profitable sales growth. So really it’s all about story-selling and bringing the customer journey to close.

You have to lead with the why, or as Simon Sinek would say “Start with the Why”

Far too often as we’ve worked with tech companies and product teams we see a focus on the What! “Let me tell you all about my cool technology, the widgets and how the widgets all work.” The challenge is, the What! approach doesn’t explain what you are actually offering, and in many cases won’t get your prospective customers attention, or even be in their search results.

The questions you need to answer are:

• Why do they need your product or offering? 
• Why does your company exist? 
• Why can you make a difference to their outcomes?
• Why will it make what they do easier, simpler, faster, faster, more profitable, than what they are doing today?
• Why should I trust you? 
• Why are you experts in this area?
• Why now?

It’s all about telling your companies story—storytelling, or maybe it’s actually story selling.

To tell a sales story you need to consider the entire customer journey: 

• How do you get their initial attention-the introduction. 
• How do you set the scene, tell them about the market space you are in, demonstrate you are knowledgeable
• How do you maintain their interest, educating them on how you can make a difference for them
• How do you engage all the decision makers
• How do you close the sale



And for all good storytellers, there’s always the suggestion of the sequel or the next story, how to maintain the engagement until the next time, the next sale. 

If you feel your What needs a Why, your companies story is not compelling, then let’s set up time to talk and see how we can build your story together and sell customers on your Why.

Synima Group work with tech businesses around the world to better help them tell their story, not only engaging their customers but their employees too. Democratizing your narrative so anyone can explain your intrinsic value in an engaging and enticing way is transformative.