It’s obvious that if we make our salespeople into better storytellers, it can only mean good things for sales, profits and our brand.
Less obvious is that the stories our customers tell us can have a huge impact, too, as long as not too much gets lost in translation. Do your customers ask questions that only a subject matter expert can answer? How certain are you that both the question and its context are being conveyed from customer to salesperson to company?
Use mobile technology to capture customer sentiment at the source. Video, audio, or an annotation made on a drawing can accurately convey the stories that our customers are desperately trying to tell us, with all of the subtleties needed to serve them better and fine tune our approach to the market.