People buy from people – this advice was given to me a long time ago when I was starting out as an IBM mainframe salesperson. It has stood the test of time and in today’s digital age it is still as valid as it ever was.
In B2B sales we know that a great deal of information gathering takes place long before the selling company and buying company connect. Information will always play a critical role in B2B decision making.
However, in recent years the amount of information available to buyers has turned into a tsunami and is continuing to grow. In many cases information overload is making buyers turn to their gut instincts. This behavior is backed up by research from the Fortune Knowledge Group.
To effectively connect with buyers B2B marketing must become more humanely relevant and storytelling is one highly effective way to engage with prospects and customers.
A great example of this in practice is the communication coming from GE. Their biggest communication challenge was telling the whole GE story in one TV spot, while capturing the ”the wonder and magic of what GE do.”
A little girl talks about what her mom does working at GE. “My mom, she makes underwater fans that are powered by the moon.” The little girl is in a submarine watching the underwater turbines spin as the oceans current gets stronger. “My mom makes airplane engines that can talk.” Airplanes with bird wings fly through the air as they call to each other. “My mom makes hospitals you can hold in your hand.” The little girl picks up a hospital and places it in her hand. “My mom can print amazing things right from her computer.” We watch as a giant 3D printing machine prints out an airplane engine. “My mom makes trains that are friends with trees.” The little girl watches as trees break free from their roots to say hello to a passing train. “My mom works at GE.”