Emotion drives purchase decisions more in B2B than B2C. Let that sink in.

Yes, even when selecting professional service providers, emotion plays a major factor in decision-making. The relationships we forge and the stories we tell influence opportunities, contracts, and the clients we work with.

In this episode, John and Mark delve into proven storytelling frameworks that can help professional services firms set themselves apart and connect on a deeper emotional level with clients. Joined by guest expert Troy Hiduke Campbell, they break down how stories can transform bullet points into compelling narratives that resonate and drive action. In this conversation, we cover:

• The importance of storytelling in creating emotional connections in professional services.
• Troy Hiduke Campbell's insights on Disney's story spine framework and how it can be applied to business.
• The power of the word "because" in crafting causally related, memorable stories.
• Various storytelling frameworks, including customer success stories, the hero's journey, and the problem-agitate-solve method.
• Practical steps for gathering and structuring client experiences into impactful narratives that can be used in sales and marketing.

Connect with Troy on LinkedIn: https://www.linkedin.com/in/troy-hiduke-campbell/

Learn more about On Your Feet: https://www.oyf.com/

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