Storytelling

Challenge and selection   It’s really a challenge is either working or life to better communicate and understand the real situation out of  the key person, then to make right decision. Sometimes you will find it’s so difficult to just express your  opinion or ask that question straightforwardly especially in east and China culture.  Storytelling is great capability that help people to engage with others easily and convince or enlighten others  smoothly. Therefore, I choose to keep exercising it and apply in my sales activities.    Application  Here is an example which execute storytelling in my selling process. We have one customer which influenced  a lot by our competition, and when we come up with a new tool, they told us it might not mature to do mass  production and no data showing you can fulfill your technical commitment. So, when we met the key  technical buyer, I told him a story, the reason why we abandon the previous so-called “mature tool” is  because all data from our R&D and partner showing that tool has already gone to the very limitation, if  customer pushes them they will only sacrifice the process quality and yield to satisfy your specs, which is  eventually will damage your production line, however the our new tool is innovated on architecture design to  enable better capacity. secondly, in one industry no one is doing real innovation and just keep improving the  existing tool this industry will go down, such as the Apple beat Nokia, and E-commerce beat retail business.  Last but not least, no one buy tools, people buy capacity, so please calculate the value over capacity.    Insight and approach    Try to use this storytelling to let customer open up and share their pain point, like yield loss concern and  uptime concern, then we can work on them with our new architecture design and process control. To use the  future extendibility ease the new innovation risk feeling to customer by storytelling.

