Download App
The Narrative: Building Business Stories
12 min2017 NOV 14
Play Episode
Storytelling and Sales: How Marketing Can Help Sales Tell Better Stories w/ Craig Hanson


In a mature industry such as Sharp’s, storytelling is everything.

Products in their industry have become almost commoditized. You can’t really rely on differentiating the product itself to drive interest and the sale. It’s all about the value you can bring to a company by packaging your product with an attractive set of additional ancillary products and services that a customer would be sourcing anyway.

In Sharp’s case, storytelling becomes the means of differentiation.

Listen in to hear Craig Hanson, Associate Director of Marketing at Sharp Business Systems, explain how storytelling helps the company present previous cases of success to prospects in a way that they want to hear.