Storytelling in B2B Sales: Simplifying Complexity with Compelling Storytelling in B2B Sales Messaging

Abstract

Academic research has long underlined the need for B2B companies to tap into the emotions of prospects to increase engagement. Digital transformation and COVID-19 have fundamentally changed the way B2B companies communicates and sell their products/solutions. The shift to digital channels has made B2B companies dependent on being able to connect and engage prospects with a personalized approach tailored to their needs and problems. B2B buyers are becoming increasingly powerful in dictating their own buying process. Research suggests that only a personalized and tailored approach will make B2B buyers consider engaging with salespeople as they have easier access to information. Therefore, getting the attention of B2B buyers looks to be becoming increasingly difficult. Thus, this thesis purpose is to investigate how organizations can attract B2B buyers by effective textual sales messaging. To understand the context of what makes a message an effective message, storytelling characteristics will be sought applied to the research focus. Storytelling research in sales have long been regarded as an effective way of getting a message across, making sure the receiver comprehends and internalizes the messages easily. Thus, supporting this thesis with guidance to understanding effective textual sales messaging. With a theoretical underpinning of Shannon and Weavers communication model, this thesis follows a mixed method sequential approach with a quantitative and qualitative research design. The problem statement and research questions are sought answered by both a deductive and inductive approach. Whereas the deductive part will revolve around the quantitative study and the inductive around study 2. The findings have through a content analysis approach generated a guideline to organizations to apply to optimize their textual messaging. The findings of study 1 & 2 have resulted in guideline which consists of 4 elements. Hypothesis testing about a business problem, personalization, a why you narrative and right channel use. These elements summarize the findings of this thesis by suggestion how salespeople can increase the chances of engaging and influencing a B2B buyer. This thesis provides existing literature with proves that organizations should view storytelling as a sense making process when applying storytelling characteristics to effective textual sales messaging. Additionally, the thesis outlines the current understanding of organizations ability to tap into B2B buyers’ emotions as an important factor. Lastly, the managerial contribution consists of previous described guideline which can serve B2B sales professionals with guidance to improve their textual sales messaging for prospects.