This document discusses using storytelling techniques at different stages of the sales process. It introduces the concept of the "hero's journey" as a framework for prospecting through storytelling. It then discusses using storytelling for acquisition through strategic selling, retention through key account management, and growth through co-creation. Various models and frameworks are presented for the relationship lifecycle, enterprise lifecycle, readiness for change, and strategic capabilities.

2. STORY TELLING FOR SALES

3. THE WHETSTONE WAY
PROSPECTINGTHROUGH
STORYTELLING
ACQUISITION
THROUGHSTRATEGIC
SELLING
RETENTION
THROUGHKEYACCOUNT
MANAGEMENT
GROWTH
THROUGH
CO-CREATION
STORY TELLING FOR SALES

4. 1 2
3
4 5
Introduce hero Hero meets villain
Acquires new resource
Struggle / triumph Transformation
THE HERO’S JOURNEY
PROSPECTINGTHROUGH
STORYTELLING
ACQ
THROUG
SE
OWTH
OUGH
EATION
STORY TELLING FOR SALES

5. RELATIONSHIP LIFECYCLE
STORY TELLING FOR SALES
Stranger Supplier Desired supplier Trusted advisor Strategic ally
ECTINGOUGH
TELLING
ACQUISITION
THROUGHSTRATEGIC
SELLING
RET
THROUGH
MANA

6. ACCOUNT SCORECARD
SITIONSTRATEGICLING
RETENTION
THROUGHKEYACCOUNT
MANAGEMENT
GR
TH
CO-C
STORY TELLING FOR SALES

7. ENTERPRISE LIFECYCLE
STORY TELLING FOR SALES
Entrepreneurial Performing Systematic Adaptive Preemptive
PROS
TH
STORY
NTION
EY ACCOUNTGEMENT
GROWTH
THROUGH
CO-CREATION

8. READINESS FOR CHANGE AND STRATEGIC CAPABILITY
STORY TELLING FOR SALES
PROS
TH
STORY
NTION
EY ACCOUNTGEMENT
GROWTH
THROUGH
CO-CREATION
TIME
POOR
CHANGE
REACTIVEANTICIPATORY
CHANGEGOOD
PTIFORTILIBAY READINESS
FOR CHANGE
STRATEGIC
CAPABILITY
CRISIS
CHANGE

9. THE WINNING STRATEGIC MODEL
STORY TELLING FOR SALES
PROS
TH
STORY
NTION
EY ACCOUNTGEMENT
GROWTH
THROUGH
CO-CREATION
Legends
Losers Myths
Winners

10. THE WINNING STRATEGIC MODEL
STORY TELLING FOR SALES
PROSPECTING THROUGH
STORYTELLING
ACQUISITION
THROUGHSTRATEGIC
SELLING
RETENTION
THROUGH KEY ACCOUNT
MANAGEMENT
GROWTH
THROUGH
CO-CREATION
Legends
Losers Myths
Winners