The Road to the Customer

For a storyteller, the road to the customer often runs through the sales team. In order to get their help, remember that your story might be important to you, but it could be a big ho-hum for a salesperson—and it carries a ton of risk.

What if you show up on a customer call totally oblivious of the customer’s business, their market, and the individual’s position in the company? Your intrusion will feel like all take and no give, not to mention lazy and disinterested. A misguided approach could set back the salesperson’s relationship with the customer—and their opportunity for a sale—significantly. The trick is to focus first on protecting their carefully-built and highly-valued customer relationship.

Everything else will fall into place.