In the last issue of Successful Storytelling, JustinMcCarthy and I talked about why it’s important for a company’s employees, especially salespeople, to know, believe in, and share the company’s stories. It’s a powerful way to build relationships with potential customers and turn them in fans and advocates. 

So we know it’s part of sales’ job to tell the story. 

But whose job is it to do the selling? 

That has changed in recent years. 

A New Approach to Sales 

In the old days, corporate departments worked largely insiloes. 

Product development created a product. Marketing identifiedthe customer need and came up with ways to create demand. Corporate communications kept employees informed about company news. Accounting crunched the numbers. 

Legal did…whatever Legal does. 

And sales? 

“They (were) seen as the deal closers,” Justin told me. 

But that dynamic has changed. “Who the customers are, andthe way in which we approach them has really become diversified,” he said. “You now have companies of all different shapes and sizes trying to tell the stories of how they got here, why they’re important, and the role they play in the marketplace.” 

The old way of selling, according to Justin, doesn’t allowcompanies to move at the speed of the marketplace. 

So a new approach to sales is needed. One that involvesalmost everybody. 

We’re All Connected 

As Justin told me, “The dynamic nature of the sellingprocess now includes cohesive relationships that never needed to exist before.” 

What does that mean?  

It means that everyone is involved in the selling process.“Marketing and sales and sales operations and client success and finance and IT and HR all need to be connected now,” he said. “There's so many different ways in which we're touching, touching the marketplace.” 

What does that mean from a storytelling standpoint? 

In reinforces the point we made in the last issue. Salesneeds to know and embrace your company’s story. And so does everyone else. 

A customer’s first touch with a company isn’t necessarilymarketing or sales anymore. And even if it is, they will have touchpoints with many other parts of the company throughout their customer journeys.  

So it’s critical that everyone in the organization embracesthe company story, likes the sales department does. 

Because storytelling – and sales – is everyone’s job. Well, except Legal. No one’s ever been able totell them what to do.