Don’t Just Tell Your B2B Company’s Story—Give Customers Their Own Story

B2B Storytelling

Don’t just tell your B2B story, give customers their own story!

How many times have you been told by a marketer that you must “tell your company’s story”? One of the recent trends in marketing is for companies to “tell their story.” While there is nothing wrong with telling your company’s story, it may not be enough to truly connect with your customers, especially in the B2B world where purchases are largely transactional and unemotional. A more powerful strategy is to give customers their own story.

Let me give you an example. My husband and I recently visited Italy. I was determined to buy a purse in Florence, but, despite my best efforts, I just couldn’t find a purse that was special enough. I eyed a few leather purses in Venice, but had completely given up on buying a purse by the time we reached Rome. That was until we met Federico Polidori.

Federico is a leather craftsman with a small shop a short distance from the Pantheon. Federico keeps a few leather items on display in the window, but the rest of the items in his shop are a mishmash of leather tools, scraps of leather, obviously worn leather items, and a random collection of knickknacks. This would have been like all other leather shops we passed through in Italy without making a purchase, except that, just as we were about to leave, Federico asked a simple question. “Where are you from?”

Before we knew it, we were having a delightful conversation with Federico that included a tour of his shop. We learned the backstory behind many of the mysterious items in his shop. He also gave us a demonstration of how he makes his leather items—all by hand. We learned that his work has been featured by Forbes magazine and that some of his regular customers include a member of the U.S. House of Representatives and Julie Roberts. We also learned about Federico’s personal life. Despite his Italian roots, Federico is an American cowboy at heart, complete with a lifelong membership to the Single Action Shooting Society.

Federico Polidori

Federico Polidori

We also learned about a purse that he designed for his (now-grown) daughter to take to her first day of school. The original, beautifully aged, purse hangs on a peg in his shop—one of the many items that seemed so random when we first walked in the shop. A copy of his daughter’s purse hung in the window, but is now no longer there. You guessed it—I bought it. But that is not all I got. Now, whenever anyone comments on my purse, I have a wonderful story of my own to tell them about a purse that was handmade by an Italian “American cowboy” we met in Rome who shoots guns and sells wallets to Julia Roberts and hobnobs with high-level government officials. I feel that, in a small way, I am now intertwined in the story of the leather shop’s history. By giving me a story to tell, I have become a brand ambassador for Federico, sending potential customers his way.

Although the story about is about a business-to-consumer transaction, there are lessons for B2B companies. My challenge to you is to find a way to invite your customers into your company’s story so they can make it their own. Below are a few ways to help your customers build their own stories:

Share a Secret
If you want people to share a story, tell them a secret. Few people can resist the temptation to share a secret, which means they will likely end up talking about your company to other potential customers. People always feel important and valued if they are given information few people have. Don’t be afraid to share information that you do not regularly broadcast to the entire world. We felt like we were given privileged knowledge when we learned that there are certain items Federico makes only for customers he particularly likes—for all others, the items are off limits.

Lift the Curtain
Don’t just show customers your product—show them how it is made. Tell them where the materials come from. Remove the distinction between your sales floor and your workspace. Invite customers into the process so they can see what happens behind the scenes. Introduce them to the people who are responsible for making your product. All of these touch points help customers to feel more connected to your company.

Do Something Off the Wall
I have heard it said that if you don’t have a shared story with someone, you don’t have a relationship with them. Find a way to make routine interactions unconventional. For instance, if you are a packaging manufacturer and your greatest point of differentiation is the speed at which you can fill orders, forgo the boring conference room and take your client to a race track like the Atlanta Motor Speedway or Mario Andretti Racing. Not only does this give your customer a story to share, but it also helps drive your point home in a memorable way. No one remembers a bunch of charts and graphs, but they do remember out-of-the-box experiences.

So don’t just tell your B2B company’s story, give your customers their own story to tell!

What can you do to give your B2B customers their own story?



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