Remove Ideal Customer Profile Remove Sales Cycle Remove SME Remove Workshop
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Why avoiding Story Context derails Sales Decision Making

Babette Ten Haken

Most of the time, these professionals are involved in the post-sale care and feeding of customers, once a sale is consummated. Unfortunately, when salespeople bring in engineers and other experts towards the end of the sales cycle, undiscovered elements of story context are, well, discovered. Something different?

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Why Your Business Cases fall short of telling the entire Story

Babette Ten Haken

When stories engage customers and members, it’s because they hear their own, familiar voices in the story. Traditionally, storytelling is a marketing, sales or PR function. Put yourself in your customers’ shoes. First, the purpose of business cases is to drive customer acquisition. Me neither.