Reflection – Storytelling

1. Challenge:.

I lead an advisory and professional services business unit within a global technology company  with a focus on the Australian market. The services we provide help our customers develop their  technology strategy, implement it and integrate it for day two operations. Traditionally our team  would develop solution briefs that described the specific services across our portfolio and the  business value they would deliver. Our sales teams were expected to learn the portfolio and  engage in conversation with our customers to identify opportunities to position our services and  in turn share the solution briefs to help accelerate the sales cycle.

The challenge we had was sales growth for services across the portfolio. Our sales team had a  good understanding of our services portfolio and could position the right services depending  where the customer was on their journey, but we didn’t seem to be making the connection and  converting good discussion into sales. We were a “me too” in a crowded market.

2. Selection:

The design thinking tool selected to apply to this challenge was storytelling. I learnt through this  course that storytelling can be the difference between solving a problem and creating a cause.  Our sales teams had been trained to ask questions that would identify where the customer was  on their technology transformation journey and then dig deeper to uncover the challenges faced,  which would present them with the opportunity to position our services. Storytelling suggests our  sales team could make a deeper more emotional connection that would keep our customers  interested that little bit longer and help differentiate us from the competition leaving a lasting  memory in the minds of our customers that would ultimately lead to increased sales. Essentially,  storytelling is weaving bits of information into a narrative rather than sticking to a script that  relays specific points from a solution brief.

3. Application:

I spoke to customers who had experienced our services to get their feedback on the engagement  and the outcomes they had achieved as a result. I asked them to replay the challenges they  faced, which lead them to engage a partner and why they chose our company. I then asked them  to talk about the impact our services have had on their business and finally if they were willing to  be a public case study. Some were happy to get their story out in the public domain while others  declined due to company policy.

The success stories were documented and shared with our sales team not just electronically, but  personally by me in team meetings. These stories would talk to the desire for change to drive  business growth and/or operational efficiencies. I would set the scene with an overview of the  customer background sharing the desired outcomes along with the challenges faced, which  varied from knowledge to know what to do, skills to execute, available resources, funding and  more. I would then talk to the area of our portfolio that we focused on to help address the issues  and accelerated transformation along with the business benefits realised.

4. Insight:

I noticed a change in the vibe of the room almost instantly. Phones were put to the side and the  sales team were leaning forward listening, commenting and asking questions. They were  engaged with me and wanting to know more about the customers we had been working with.  They started to share their own stories about customers and their current challenges. They

wanted to know if they could share this information with their customers and what customers in  their industry patch we had worked with.

While the impact of developing and sharing these stories with the sales team lead to increased  pipeline development I was concerned with the conversation rate. The sales team would have  what they felt to be a good conversation, but why were they not converting to follow up meetings  and ultimately sales. Further investigation highlighted another key point we learnt on this course  with regards to storytelling, which is to know your audience!

5. Approach:

It’s important to know who we are talking to and what their interests are along with priorities. I  learnt that our sales team had a comfort zone when it came to customer relationships and that  these relationships may not necessarily influence decisions let alone be the decision maker for  the types of services my business unit provided. The stories were well received and there was a  connection, but the opportunity to address the challenges identified didn’t always develop

I’m now working with the sales teams to develop their account business plans and stakeholder  maps to help them focus on the relationships that need to be developed. Its early days, but the  success stories we have developed seem to be helping boost the confidence of our sales team  as they look to broaden their account coverage and build new relationships in the areas that will  drive sales growth for my business.

https://www.coursera.org/learn/uva-darden-design-thinking-innovation/lecture/PAXCd/storytelling- tool


Reflection – Storytelling 1 . Challenge : . I lead an advisory and professional services business unit within a global technology company with a focus on the Australian market . The services we provide help our customers develop their technology strategy , implement it and integrate it for day two operations . Traditionally our team would develop solution briefs that described the specific services across our portfolio and the business value they would deliver . Our sales teams were expected to learn the portfolio and engage in conversation with our customers to identify opportunities to position our services and in turn share the solution briefs to help accelerate the sales cycle . The challenge we had was sales growth for services across the portfolio . Our sales team had a good understanding of our services portfolio and could position the right services depending where the customer was on their journey , but we did n’t seem to be making the connection and converting good discussion into sales . We were a “ me too ” in a crowded market . 2 . Selection : The design thinking tool selected to apply to this challenge was storytelling . I learnt through this course that storytelling can be the difference between solving a problem and creating a cause . Our sales teams had been trained to ask questions that would identify where the customer was on their technology transformation journey and then dig deeper to uncover the challenges faced , which would present them with the opportunity to position our services . Storytelling suggests our sales team could make a deeper more emotional connection that would keep our customers interested that little bit longer and help differentiate us from the competition leaving a lasting memory in the minds of our customers that would ultimately lead to increased sales . Essentially , storytelling is weaving bits of information into a narrative rather than sticking to a script that relays specific points from a solution brief . 3 . Application : I spoke to customers who had experienced our services to get their feedback on the engagement and the outcomes they had achieved as a result . I asked them to replay the challenges they faced , which lead them to engage a partner and why they chose our company . I then asked them to talk about the impact our services have had on their business and finally if they were willing to be a public case study . Some were happy to get their story out in the public domain while others declined due to company policy . The success stories were documented and shared with our sales team not just electronically , but personally by me in team meetings . These stories would talk to the desire for change to drive business growth and/or operational efficiencies . I would set the scene with an overview of the customer background sharing the desired outcomes along with the challenges faced , which varied from knowledge to know what to do , skills to execute , available resources , funding and more . I would then talk to the area of our portfolio that we focused on to help address the issues and accelerated transformation along with the business benefits realised . 4 . Insight : I noticed a change in the vibe of the room almost instantly . Phones were put to the side and the sales team were leaning forward listening , commenting and asking questions . They were engaged with me and wanting to know more about the customers we had been working with . They started to share their own stories about customers and their current challenges . They wanted to know if they could share this information with their customers and what customers in their industry patch we had worked with . While the impact of developing and sharing these stories with the sales team lead to increased pipeline development I was concerned with the conversation rate . The sales team would have what they felt to be a good conversation , but why were they not converting to follow up meetings and ultimately sales . Further investigation highlighted another key point we learnt on this course with regards to storytelling , which is to know your audience ! 5 . Approach : It ’s important to know who we are talking to and what their interests are along with priorities . I learnt that our sales team had a comfort zone when it came to customer relationships and that these relationships may not necessarily influence decisions let alone be the decision maker for the types of services my business unit provided . The stories were well received and there was a connection , but the opportunity to address the challenges identified did n’t always develop I ’m now working with the sales teams to develop their account business plans and stakeholder maps to help them focus on the relationships that need to be developed . Its early days , but the success stories we have developed seem to be helping boost the confidence of our sales team as they look to broaden their account coverage and build new relationships in the areas that will drive sales growth for my business . https://www.coursera.org/learn/uva-darden-design-thinking-innovation/lecture/PAXCd/storytelling- tool