Let Me Tell You a Story …


As a software category, CRM software is special.  It is one of the few applications a business person uses that is explicitly for the purpose of managing relationships.  And, not just “customer” relationships – also prospects, vendors, strategic alliances, and other types of relationships can all be stored in a CRM system.  But then what?

In the course of a relationship, as we seek to develop a meaningful mutual understanding, one of the best ways to leverage your CRM system is to capture information that may be useful context for storytelling.

“Nobody cares about your goals, but everyone appreciates a good story.”  Especially if it is relevant to their interests and needs.  How do you make that connection?  It starts by learning something about your customer that you can tie your anecdote to.  Such details, once stored in your CRM record notes or elsewhere, can provide you the triggers for recalling a meaningful story to share with your prospect of customer.

According to Shane Snow, an expert on content and author, “As ubiquitous publishing and sharing tools transform our digital lives, storytelling is becoming uniquely essential.”

Five Quotes on the Power of Story Telling:

  1. “Great stories happen to those who can tell them.” –Ira Glas
  2. “The human species thinks in metaphors and learns through stories.” –Mary Catherine Bateson
  3. “Sometimes reality is too complex. Stories give it form.” –Jean Luc Godard
  4. “Those who tell the stories rule the world.” –Hopi American Indian proverb
  5. Storytelling is the most powerful way to put ideas into the world today.” —Robert McKee 

A CRM application in the hands of a masterful salesperson, or anyone who seeks to build stronger connections with their customers and prospects, empowers them to bring the features and benefits of your organization’s products and services to life.

Here’s is another article on the subject of CRM and Storytelling.