The document discusses the importance of storytelling in marketing and highlights the emotional connection that can drive transformative action. It uses the example of a retail HR executive who successfully hires refugees, illustrating how passion and awareness can lead to positive transformation in staffing practices. Additionally, it emphasizes that objections in sales indicate interest and can provide opportunities for further discussion.

1. Storytelling Marc Sirkin Chief Marketing Officer

3. pas·sion (păsh'ən) n. A powerful emotion, such as love, joy, hatred, or anger.

5. What’s your passion?

6. Horatio Alger – rags to riches – dime novels telling the stories of how american boys could live the “american dream” of wealth and success through hard work, courage, determination, and concern for others - This widely-held view involves a significant simplification, as Alger's characters do not typically achieve extreme wealth; rather they attain middle-class security, stability, and a solid reputation — that is, their efforts are rewarded with a place in society, not domination of it

8. Goals What is a great story? Unveil new marketing tools!

9. storytelling is an art form Great

10. fact + emotion = TRANSFORMATIVE ACTION

11. PASSION (DREAMED OF BECOMING A PILOT) HERO (LUKE SKYWALKER) ANTAGONIST (DARTH) AWARENESS (LEARNED THE TRUTH ABOUT THE JEDI) TRANSFORMATION (BECOMES A JEDI AND DEFEATS THE EMPIRE (AND HIS FATHER))

12. If Luke were a Job Developer The HR Exec in the Southern Region (The Hero!) for a large department store chain has a passion to fill his stores with reliable, dependable and hard working staffers. Their entire brand is built on clean, well stocked store shelves (The Passion!) – he can’t afford to allow his employees to be sloppy, or even worse, allow the store to look like some other, more lame store chain. The employees he tends to hire are very hard retain and aren’t as productive as he would like – plus, it’s very expensive to maintain recruiting costs and to continually pay temporary and staffing agencies to fill slots (The Antagonists!). Reluctant at first, he was blown away by how motivated, dedicated and hard-working his initial refugee hires were. (The Awareness!). Today, every time he opens a new store in the region he calls the IRC. He’s hired 10 employees in the past month (a new record for him) and has told the IRC representative that “he can’t hire refugees fast enough.” (The Transformation!)

14. Employers Feel the BURN … The time it takes to hire Reliability Productivity Retention rates Costs

15. Getting a Meeting Cold calls are a means to get a meeting, not to close the sale

16. I OBJECT! Objections are signs of interest (otherwise known as “Buying Signs”). It means your prospect was listening and wants to know more.

17. Thank you.