Dr Phil is joined by Andy Raskin, most well-known for his work in helping venture-backed CEOs and their leadership teams align around a high-level story that powers success—in sales, marketing, fundraising, product development and recruiting—by getting everyone on the same page about strategy and differentiation through what’s known as The Strategic Narrative.
In this episode, Phil and Andy discuss the importance of the strategic narrative in sales and how it can emotionally engage buyers and challenge their own status quo. They explore how storytelling can create a stronger connection with customers and how the strategic narrative has evolved into much more than just a sales deck.
They also discuss:
- [
08:26] How the strategic narrative is actually the company’s strategic position in the market
- [
24:27] The 5 steps to creating a Strategic Narrative
- [
36:20] How you can use the Strategic Narrative to emotionally engage with your buyers
Listen in to learn how to create a compelling narrative that resonates with your customers.
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What is The Sales Transformation Podcast?
The Sales Transformation Podcast is brought to you by Consalia. Led by Dr Philip Squire, Consalia is the UK’s only Sales Business School, providing Masters, Postgraduate & Undergraduate Apprenticeship programmes in Sales, dedicated to the improvement of sales performance. For over 20 years he has provided sales consulting education services and training to brands including Apple, AT&T, Ford, Hertz, HP, Pirelli, Royal Caribbean, SAP and Zurich Financial Services.
He is one of just a handful of sales professionals internationally to have a research doctorate in sales. Philip is a subject matter expert for the UK TrailBlazer undergraduate apprenticeship degree in sales and his passion for professionalising sales led him to create the world’s first sales consultancy delivering university-accredited undergraduate and postgraduate degrees in sales.
Consalia's vision is to make sales the world's most sought-after profession and this podcast has been created to provide sales professionals with inspiring and educational advice, as well as tips on relevant topics within the industry that will improve your knowledge, your careers and your sales teams.