Big Rock Brewery
When Big Rock Brewery brewed 27 new beers in 2014, it wasn’t only for posterity. After several years of losing its way, Big Rock was determined to win back some customers who had lost faith in Canada’s largest independent craft brewer.
The trouble was getting the story out there. The sales reps were uncomfortable with storytelling generally and lacked confidence when telling Big Rock stories specifically.
That model wasn’t sustainable.
Perfect Pitch spent two days teaching the Southern Alberta sales team the mechanics and art of business storytelling. Using custom role play scenarios, the sales reps learned how to incorporate stories into their sales conversations.
Within six months, everyone on the team was having more productive sales conversations. In one case, a large customer who had abandoned Big Rock for a time came back to the brand, eager to be part of their craft beer revival.
The workshop was so successful, Big Rock ran another for its BC team, with similar results.
In the end, Big Rock Brewery had some powerful brand stories. Ones that would inspire customers and consumers. The secret was drawing them out and teaching their sales team how to tell them.
Alyson Jenkins struggled with a challenge common to most technical presenters. It wasn’t about confidence. It was about information.
When presenting financial updates to senior management and executives, Alyson was losing her audience. All the numbers, all the data. Typical of impatient audience members, her managers and executives would often derail her presentation with disconnected questions.
The idea of turning all those numbers into a presentation story, and the lessons on how to structure that story, was the help she needed.
In her next presentation, Alyson decided to not show a single number for the first eight slides. She instead told the story to give the numbers that followed some context.
What happened was a complete turnaround. Her audience was captivated. With a story to frame the data, they saw the numbers in an entirely new light. Questions were no longer derailments; they were insightful excavations into the data and what it meant for the business. A little while after her presentation was over, the Chief Financial Officer contacted Alyson to commend her on a job well done.
Alyson’s presentations changed forever after that. Financial data is not boring. There is always a story in the numbers. Alyson now knows how to craft it and tell it.
Long View Systems
Taking a highly skilled technical sales team and raising them to a new level of success can be a daunting task. Especially when it means temporarily taking that team away from what they do best: selling.
What approach will work best? What skill do they need that they don’t already have? How will they acquire that skill in the least amount of time possible?
Tracie decided Perfect Pitch’s Selling Through Storytelling program would help them meet that goal. Based on The Story Compass model for conversational storytelling, Selling Through Storytelling teaches salespeople to incorporate stories into their sales conversations. When they understand The Buyer’s Journey and how specific stories can move customers along that journey, the salesperson forges stronger connections and trust with their buyer.
Perfect Pitch launched the program during Long View’s virtual Sales Kick Off in October 2021. Delivered to 120 sales reps over a Microsoft Teams connection, the session grabbed their attention and left them eager to learn more.
Live, virtual workshops followed with smaller groups, giving team members the opportunity to craft stories and practice telling them.
In the end, Long View began a process of establishing a storytelling culture within their technical sales team that continues to this day. Now the team has the skill and the stories to offer a more captivating answer to, “Why?”
Colliers Project Leaders
Not every person on your sales team will be a master storyteller. Learning to present in an effective, engaging way is a challenge many sales representatives face.
They may miss connecting with their audience. They may struggle to stop repeating the marketing copy and tell a story that takes their potential customer along for the ride. They may miss opportunities to engage.
That’s when Craig Alloway discovered Perfect Pitch’s Perfect Arc presentation skills program, a perfect fit with what he was looking for. Craig’s team went through the program, and enjoyed it thoroughly. It wasn’t the stuffy, stand-at-a-podium type of training they were used to experiencing.
Not only did the program help Craig’s sales team improve their confidence and presentation skills, but it gave them the practical tools to continue improving their techniques and achieve consistently better results.
Personally, Craig has adopted some of the techniques he learned from Perfect Pitch into his own career with great success. Not just with customers, but with his Board of Directors, supervisors, and partners.
With his sights set on future growth and improving his own skill sets, Craig is thankful for the insights he learned through Perfect Pitch – “It’s not one-dimensional. You can use those same skills across your business.”
Bow Valley College
For a young entrepreneur working in tech, storytelling can mean the difference between seed money and no money. And when you’re skilled in tech, but don’t have a lot of experience selling, it can be a challenge to incorporate stories as part of your pitches.
As part of an initiative to help young founders succeed, Craig Elias wanted a strong storytelling module to add to his sales and leadership training programs. These new entrepreneurs are often caught up in the tech of their businesses and don’t have the skills to communicate what problems they’re solving in a way that will captivate investors and customers.
It was a success. In the first session, Craig saw student engagement increase dramatically. He could see them coming to life during her presentations, and as he had hoped, by the end of every session, they were eager to start sharing their stories.
When it came time for Craig to plan in-person presentations, he chose to stick with Perfect Pitch’s conversational storytelling program, and it achieved results that were just as exciting and engaging for his young, up-and-coming entrepreneurs.
Not only did Perfect Pitch fill that essential gap in his programming, but they were able to offer the crucial direction and motivation Craig’s students desperately needed. After all, as Craig confirmed, “learning how to tell better stories, can make a big impact in your career.”
When you think about remote work on construction and capital project sites, what do you think about? The dangerous work these men and women do, so we can enjoy the luxuries we enjoy? Do you consider that they often leave their families for long periods of time to do it?
Many of us couldn’t do it. Being away from our families for weeks or months at a time. Living away from any type of real civilization. It’s a sacrifice that can have a huge impact on the lives of these people, and a sacrifice that often goes unappreciated.
These days, Mark’s mission has changed a bit. He works for an organization that helps rescue people from human trafficking organizations in India and other parts of the world. Yet more than ever, Mark is committed to the power of storytelling and how he can use it to build support for his sales and humanitarian efforts.
“There’s so much time and effort that goes into being able to tell a story succinctly.” Mark tells us, which is very true. Perfect Pitch’s Selling Through Storytelling program gave him the tools he needed to capture and convey these important messages in a more vivid way.
With these new skills in his toolbelt, Mark has not only been able to improve his own sales ability, but now, he can more easily humanize the stories of the people he’s servicing in his work. In turn, it allows him to have a more substantial impact on the causes he’s passionate about.