Seller Storytelling: How to Differentiate Beyond Commodity Pricing

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Do you wish customers better appreciated the value of your offer? What if there is a way to compete beyond just price? You may not realize it, but you’re actually trading on the currency of your story. With the right story, your product perception grows stronger. With the wrong story, you might lose your bid. Come learn how to apply storytelling strategies to your company overview, product profiles, and RFP responses.

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Seller Storytelling: How to Differentiate Beyond Commodity Pricing

  1. 1. Seller Storytelling How to Differentiate Beyond Commodity Pricing Michael Margolis, CEO, Get Storied © 2013 Ariba, Inc. All rights reserved.
  2. 2. #AribaLIVE © 2013 Ariba, Inc. All rights reserved.2
  3. 3. #AribaLIVE © 2013 Ariba, Inc. All rights reserved.3
  4. 4. #AribaLIVE Hi, I’m Michael Margolis • Title: CEO and founder of Get Storied • Specialty: Transformational Storytelling • Work with: CMOs & CEOs of Fortune 500/Inc500 • Clients: Bloomberg, Sanofi, Ariba, Bath BodyWorks © 2013 Ariba, Inc. All rights reserved.4
  5. 5. #AribaLIVE Align to the “Experience Economy” © 2013 Ariba, Inc. All rights reserved.5 Source: Pine and Gillmore
  6. 6. #AribaLIVE © 2013 Ariba, Inc. All rights reserved.6
  7. 7. #AribaLIVE © 2013 Ariba, Inc. All rights reserved.7 People don’t buy the product, service, or brand. They buy the story that’s attached to it.
  8. 8. #AribaLIVE Help Locate Oneself in Your Story © 2013 Ariba, Inc. All rights reserved.8
  9. 9. #AribaLIVE © 2013 Ariba, Inc. All rights reserved.9
  10. 10. #AribaLIVE Google is the New Background Check © 2013 Ariba, Inc. All rights reserved.10 We search beyond facts FOR motivations, interests, resonance.
  11. 11. #AribaLIVE Top 5 Destination on Your Site © 2013 Ariba, Inc. All rights reserved.11 Visitors spend 30% more time on your 
“About” page than any other page.
  12. 12. #AribaLIVE Procurement is…Story Sourcing • Who are you? • How can you help me? • How did you get here? • Why can I trust you? • Why choose you? © 2013 Ariba, Inc. All rights reserved.12
  13. 13. #AribaLIVE © 2013 Ariba, Inc. All rights reserved.13
  14. 14. #AribaLIVE © 2013 Ariba, Inc. All rights reserved.14
  15. 15. #AribaLIVE © 2013 Ariba, Inc. All rights reserved.15
  16. 16. #AribaLIVE © 2013 Ariba, Inc. All rights reserved.16 We’re fascinated by where things come from. Everything has a back story.
  17. 17. #AribaLIVE 5 Sources for a Product Back Story © 2013 Ariba, Inc. All rights reserved.17
  18. 18. #AribaLIVE 5 Sources for a Product Back Story © 2013 Ariba, Inc. All rights reserved.18 1. Origins - What is the history? 2. Ingredients - What went into it? 3. Formulation - How is it packaged? 4. Experience - What brings it to life? 5. Aspirational - What is the desire?
  19. 19. #AribaLIVE © 2013 Ariba, Inc. All rights reserved.19 When people can identify with your story as their own, the need to persuade, convince, or sell disappears.Click to Tweet!
  20. 20. Questions? © 2013 Ariba, Inc. All rights reserved. 20
  21. 21. #AribaLIVE Please Complete Session Survey Go to Surveys © 2013 Ariba, Inc. All rights reserved.21 Select Session Click Choose one Rate Session Thank you for joining us

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