One of the worst things a CEO or company leader can do on social media, email, or other communications channel is try to sell their sh*t.
Blatantly advertising your products and services on a personal channel is a quick way to lose your audience. And your credibility.
But that doesn’t mean executive storytelling can’t impact sales. In fact, a company’s leaders can make a huge impact on sales.
Sales Enablement
One of the best things a CEO, founder, or company leader can do is continually tell and reinforce the company’s story.
How they started. Who they serve. Why their work isimportant.
As Justin McCarthy told me, that helps the company’ssales people carry that story forward to the customers.
Better than Advertising
A CEO’s reach on social media is greater than that of the company she leads. To a lesser extent, the same thing is true for other C-level executives, VPs, and technical experts.
More importantly, the trust level among the audience is way higher.
Stephanie Roberts and I talked about how an executive’s stories can build trust and affinity in different and better ways than traditional marketing.
Employee Engagement
A company is only successful if it can provide great customer experiences. Those experiences are delivered by the company’s employees. Without exception.
As Zach Mercurio told me, when a company prioritizes its people, they are more apt to deliver better experiences.
And one of the best ways a company can prioritize its people is for its leaders to celebrate them publicly.
Sales & Marketing Lubricant
A company’s ability to build trust with its customers starts with the words and stories of its executives. It doesn’t replace advertising or sales, but it lubricates them.
When salespeople understand the company story, when customers trust the company leaders, and when employees are motivated to deliver the best customer services, everything else gets easier.
And that all starts when the company’s leaders tell their stories.
Interested in supporting your company’s marketing and sales with executive storytelling? That happens to be my specialty. Learn more about me, or let’s meet to talk about some ideas.