STORYTELLING IN

SALES
CONTENTS
• Introduction: Storytelling

1. What is Storytelling

1. How brands use storytelling?

1. Why is so important storytelling?

• Storytelling Effect

1. Evoking Emotion Through Storytelling

1. How to Implement Story-Based Selling Techniques

1. Storytelling Benefits

• Final:Examples

1. Examples

1. Interwiew
1. Introduction: Storytelling

A story has a structure that keeps it together and engages the listener.
Brand stories resemble traditional fairy tales (Twitchell, 2004), and
narratives, and answer questions like: who, what, why, where, when, how
and with the help of what (Shankar et al, 2001). They have a beginning,
middle and end, and events unfold in a chronological sequence, which,
when causal, is called a plot (Stern, 1993, p.604).

Stories always make a point that is valued (positively or negatively) by

the audience (Shankar et al, 2001), and include a message, a conflict, a
role distribution and action (Stern et al, 1998). Brand stories need to be
credible and well executed to be successful.
1. Determine your audience

1.1 Determining How Brands Use Storytelling?

Who you are telling your story to is the first step of storytelling in
business. In this, you also want to determine your purpose, or goal, of the
story. Are you trying to sell a product? Do you want to introduce your
brand to customers? If you're trying to sell a product or increase brand
awareness, consider who is most likely to use your brand.

Find out who your audience is by doing market research. Who are your
current customers? What customers do you want to reach? Create a
customer persona to better understand your audience before writing your
story. Determining your audience can also help you decide where to
publish your story. (Jenn, 2023)
1. Fine-tune your message and Choose
a hero
Fine-tune your message
Once you have your audience determined,
consider what message you want to
communicate to them. You can fine-tune your
story by deciding things like, who's telling the
story, what message you're trying to get across
and what lasting impression you hope to leave
with your readers. You also want to consider how
you can use your message to connect with the
reader's emotions. These details will create a
baseline for your story. (Jen, 2023)
Choose a hero
Every good story has a hero. This is the person
or product that is presented to solve the
problem. Present the hero in a way that allows
the reader, your customer, to connect with them.
Consider this person your connection between
your customer and your brand. Create them in a
way that reflects the lives, needs and most
common problems of your customers. (Jen,
2023)
4. Draft your story
Once you have established the details of
your story, it is time to write it. You might
create a rough draft and then edit it until it
is clear.
You might also hire a copywriter to create
your story in your brand's tone or voice.
Draft the resolution of the story around
your product or service. This allows
potential customers to visualize how your
business products or services can help
them.
This step also includes creating a call-to-
action. What specific action do you want
readers to take when they have finished
reading your story? Storytelling in business
has the opportunity to convert more
customers to take an action. (Jen,2023)
Tips for Better Storytelling in Business

Keep it Simple Add value

Including too many details, or making your
Choose details or parts of the story that add
story longer than it needs to be, can lead your
the most value to your reader's lives.
customers to lose interest.

Practice telling your story Make it entertaining

The more you practice your story, the better
Entertaining stories have the ability to hold
you will become at telling it to others.
the reader's attention longer.
Be honest: Honesty and authenticity will help
Make it universal: Stories that are universal
your story, and brand, better connect with
are able to reach a wider audience base.
your readers.
2.1. Evoking Emotion
Through Storytelling
The incorporation of emotion is essential to effective storytelling in sales,
as it helps to create a connection between the message and the customer.
Verbalizing feelings can be used to evoke an emotional response from
viewers, allowing them to relate on a deeper level to what is being said.

Creating empathy through stories that focus on how customers' problems

can be solved by the product or service also encourages people to invest
their time learning more about what you have to offer. In doing so,
businesses are able to build trust and loyalty that will result in increased
engagement over time.

Furthermore, by incorporating elements from popular culture, companies

are able to speak directly with their target audience while still maintaining
a sense of safety and security for those viewing — leading audiences
further down the path of becoming loyal customers. (Wilson T.,2023)
2.2. How to Implement
Story-Based Selling
Techniques
Storytelling in sales has become a valuable tool for engaging customers,
building trust, and ultimately closing deals. As such, understanding how to
successfully implement story-based selling techniques is essential for any
business hoping to maximize its success rate with potential clients.

To that end, this section will discuss the steps necessary for effectively
utilizing these strategies. The first step towards implementing effective
story-based selling techniques is creating an outline of your proposed
narrative. This should include key elements such as setting up the central
theme or moral of your story and introducing characters who can
represent different aspects of the product or service you are attempting
to sell. It may also be helpful to have an idea of what outcome you hope to
achieve from sharing your story before drafting it out completely.
2.2. How to Implement Story-Based
Selling Techniques (continued)

Once you have created a cohesive outline that captures the essence of your sale's narrative, it will then
be important to practice telling it aloud several times before presenting it formally. Doing so allows you
to ensure that all components flow together logically while giving yourself time to adjust details if
needed.
Additionally, rehearsing ahead of time gives you confidence when delivering your message which can
help engage prospective customers more effectively than if done without preparation. (Wilson, 2023)
Storytelling
Benefits
By telling stories about previous successes, products, or services, sellers
are able to draw attention from their target audience and increase
chances for conversion. One of the primary advantages of storytelling in
sales is its ability to evoke emotion. Rather than presenting facts and
figures alone, stories allow sellers to paint vivid pictures that make
prospects feel something — whether it's excitement, happiness, fear, or
some other feeling altogether. In addition to evoking emotion, storytelling
also strengthens relationships between seller and buyer. When sharing
personal anecdotes during the sales cycle, sellers demonstrate
authenticity which allows customers to build stronger connections with
brands and businesses at large.
Storytelling's Lasting Impact
This relationship-building leads to greater loyalty among consumers who are more likely to become
repeat purchasers over time when compared to those who do not experience such bonds with companies
they buy from. In effect then, storytelling becomes an essential tool in creating lasting ties with customers
throughout the lifespan of their buying journey. (Wilson, 2023)

If you manage to tell a great, remarkable story for your audience, you will not only convey your data or
promote your cause, but you will also create a remarkable experience for them. They will create a
relationship of empathy and sympathy with you or your organization that they will remember forever.
Whatever you offer them, they will be willing to collaborate with you to create positive change, and most
importantly, they will be willing to contribute financially to support your cause. (Ozturk, 2018)
Does the Story or the
Product Sell?
Telling a story is an art. When we look at marketing not as selling a
product, but as the act of influencing the masses and activating emotions,
we eliminate a large part of the problem. Brands that have already
achieved this are greatly appreciated by their target audiences. These
audiences make the brand a part of their lives. (Yıldız, 2020)

"If you say the right things about a product, no one listens. You have
to express it in a way that people feel it inside. Because if they don't
feel it, you won't get any results..."

(Bernbach)
The Power of Storytelling
at Disney
The Walt Disney Company uses storytelling across a wide range of
mediums, from their films to theme parks. Storytelling aims to establish
emotional connections and captivate audiences through the company's
characters, worlds, and brands. Themes, values, and adventures enhance
the viewer's experience by providing memorable journeys. Storytelling
isn't just about entertainment for the Walt Disney Company; it's a
powerful tool for inspiring, bringing people together, and creating lasting
impressions.

Examples

Final:Examples
Slice of Sauce
Emily Williams, a culinary entrepreneur and co-
founder of Bo's Fine Foods, developed the idea
after trying to find a convenient, mess-free way
to enjoy her favorite condiments.

She wanted something that didn't require

refrigeration and could be easily transported for
outdoor activities like picnics and barbecues.

After experimenting with various ingredients

and methods, Williams and her team came up
with a recipe that involves blending together
ingredients like tomatoes, garlic, onions, and
spices, then dehydrating the mixture into thin,
sliceable sheets.
These sheets can then be placed on sandwiches,
burgers, or any other food item where you would
typically use a condiment like ketchup or
barbecue sauce.
Slice of Sauce's Popularity and
Versatility
The Kickstarter campaign for Slice of Sauce gained a lot of attention and exceeded its funding goal,
indicating a strong interest in the product. Since then, Slice of Sauce has gained popularity and is now
available for purchase online and in select stores.

It's become popular not only for its convenience but also for its versatility and unique texture. Plus, it
eliminates the mess often associated with traditional bottled sauces. Whether you're a fan of ketchup,
barbecue sauce, or another type of condiment, Slice of Sauce offers a fun and innovative way to enjoy
your favorite flavors.
KFC
1 Harland Sanders' Early Life
Harland Sanders was born in a town called Henryville in Indiana. When he was young,
he did many jobs, like being a steamboat pilot, a railroad fireman, and a farmer.

2 Founding the KFC Restaurant

When he turned 40, Harland Sanders bought a motel in Corbin, Kentucky, and started a
small restaurant there. He added his special fried chicken to the menu. He made it with
a secret mix of 11 herbs and spices, which is still a secret today.

3 Expansion of KFC Franchises

The first Kentucky Fried Chicken (KFC) franchise opened near Salt Lake City in Utah.
Harland Sanders sold his original restaurant in Kentucky and began setting up new
KFC franchises in other places.
KFC's Continued Legacy

When you think about chicken served in a bucket, KFC usually comes to
mind. KFC started selling chicken in buckets in 1957, and this became
popular all over the world.

As more KFC franchises opened across the United States, Harland

Sanders decided to sell KFC to a group of investors. Harland Sanders
became the second most recognized celebrity in the world. He passed
away at the age of 90, but the legacy he created continues to live on in
the brand both spiritually and physically. Harland Sanders's face is now at
the very center of the brand's iconic logo.
Nike
The company was founded in 1964 as Blue Ribbon Sports (BRS) by University of Oregon track athlete
Phil Knight and his coach, Bill Bowerman. At first, Knight, an MBA graduate from Stanford, was selling
shoes out of the trunk of his car, importing high-quality, low-cost running shoes from Japan. Bowerman,
renowned for his innovative coaching methods, was constantly tinkering with shoe designs to improve
athletes' performance.

In 1971, they rebranded the company as Nike, inspired by the Greek goddess of victory. The iconic
Swoosh logo was designed by a graphic design student, Carolyn Davidson, for a mere $35. Little did she
know that her creation would become one of the most recognizable symbols in the world.
Nike's Innovations and
Partnerships
One of Nike's breakthrough moments came in 1972 when they introduced
the "Moon Shoe," featuring a unique waffle sole pattern created by
Bowerman by pouring rubber into a waffle iron. This innovation provided
superior traction and kickstarted Nike's reputation for cutting-edge athletic
footwear technology.

Nike's meteoric rise continued throughout the 1970s and 1980s, fueled by
strategic endorsements and marketing campaigns. In 1984, they signed
basketball phenomenon Michael Jordan to an endorsement deal, launching
the Air Jordan line of sneakers. The partnership with Jordan revolutionized
the athletic shoe industry and propelled Nike to new heights of success.

Over the years, Nike expanded its product line to include apparel and
accessories while continuing to innovate in athletic footwear technology.
They introduced groundbreaking technologies such as Nike Air cushioning,
Flyknit material, and Dri-FIT moisture-wicking fabric.
The Rise of Nike: A
Legendary Brand
Nike's marketing campaigns have also been legendary, featuring memorable
slogans like "Just Do It" and collaborations with top athletes and celebrities
across various sports and cultures.

Despite facing controversies and challenges over the years, including labor
practices in overseas factories and ethical concerns about athlete endorsements,
Nike has remained a dominant force in the global sports and lifestyle market.

Today, Nike is not only a leading sportswear brand but also a cultural phenomenon
that transcends sports, influencing fashion, music, and art around the world. With
its commitment to innovation, performance, and social responsibility, Nike
continues to inspire athletes and enthusiasts alike to push their limits and achieve
greatness.
 An Interview with Turgut Kaan
Velidedeoğlu
1

Hello, could you tell us about yourself and your company?

I am Turgut Kaan Velidedeoğlu. The latest company I am establishing is K&K Education

and Consulting; it is based on the values of education and progress, which are essential in
our ecosystem. The reason this company holds a central position in our ecosystem is that
it comprises both an educational division, where products under development are built on
a solid foundation, and a consulting division, which encompasses value development
partnerships. The focus of our company is to support new generations through the
educational and development process up to university age, to shorten the path to and
make accessible accurate information, and to offer management consulting to sustain the
existence of value-added companies.
 2. Why do you think storytelling is important?

We know that conveying a company's story is important in engaging with individuals on an emotional level and even creating a bond.
Through storytelling, customers can embrace our brand, ideals, and company identity, and they might even emulate them in certain aspects
of their lives. They can spreadthe story, leading to more people within a social environment sharing this experience of thoughts, behaviors,
and culture. It allows for comparisons with other stories, helping people understand why we stand out. Storytelling can create a sense of
belonging and, in some cases, foster such a strong connection that the company is seen as family, leading to a sense of loyalty that might
approach fanaticism. It can condense scientific concepts or lengthy explanations into a shorter form that reflects the main idea. At an
advanced level, storytelling can lay the groundwork for structures we now recognize as religions. It can create ideologies, establish new
philosophical frameworks, and even influence or create concepts like popular culture and fashion.

In short, storytelling can be a powerful force that manipulates society depending on the strength and irresistibility of the story you tell,
potentially transforming into a weapon.
 3. What is the story behind your company?

The story of our company is at the core of our focus. We are a company that aims to make a
profit, as you probably know, by taking steps in an area where we see a need, while also
prioritizing the development of our ideals. If our continuity didn't require us to fulfill our
ideals, we would solely aim to make money, and if it were the opposite, we would establish
ourselves as a social responsibility project rather than a company. However, given that we
might not be able to access the resources needed to achieve our ideals otherwise, we are
choosing the middle path, which is currently the most sustainable approach.
4. How do you use your story in sales?

We don't use it. We Even though we're We've already seen

prefer not to share it working on creating an larger-scale examples
unless asked. We are ecosystem, we're not
of this in the soda
aiming to create a culture
not trying to brands' rivalry, which
like an American-founded
manipulate people, lie, has created
motorcycle brand, nor are
or take on the
we trying to become a distortions in cross-
responsibility of
symbol of quality, design, cultural interactions.
wielding a weapon that and luxury like an Italian- For these and similar
can guide society with a founded motorcycle
reasons, we choose
flawed understanding. brand, with an impact on
not to do it.
popular culture.
5. How has it affected your sales?
The impact on our sales is minimal, and this is a positive outcome for us.
After all, we didn't set out on this path to create a short-lived company
history. In a society undergoing transformation where the concept of truth
becomes relative, even a company that makes money by providing services
for the future of individuals and progress can be perceived as inconsistent if
observed through different conceptual lenses over time, even if its values
and story remain unchanged. This would negatively impact the company.
Sometimes what seems distant is closer than you think, and our "distance"
will always be close for those willing to understand.