It is the provider’s marketing leadership that is charged with helping buyers go through their steps. But the big cultural shift is when everyone in the provider’s company decides to be a marketer.
Stories are as old as cave drawings it seems. It’s the opportunity to describe what has happened to someone who took the leap to know something others didn’t know and came back to share their information. That gap between what they know and what they don’t know is what keeps buyers from progressing. Stories can motivate buyers to take the leap because they pin their rationale on the benefits they want. Perhaps the greatest thing about stories is it allows the buyer’s brain to learn raw information with context. Stories are needed to make it feel relevant.
Most employees will tell stories that show purpose in what they do for a living. People want others to know that they are part of something that matters, something that makes a difference. Let’s say Mary works in the accounting department of a provider. Mary doesn’t get a lot of direct buyer contact and she’s busy with her accounting job.
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