It does not lend itself to a quick and efficient exchange, it requires thinking, preparation or imagination and is at odds with ‘soldier mentality’ and the speed of modern business.

Yet, storytelling is one of the most effective and enduring techniques to sell and market a product, service or idea.

Whether selling or marketing incorporating a story will have a sublime effect on the sales and marketing effort. People love hearing stories and often retain it better than an unthreaded pitch.

Leveraging storytelling as a technique is a good idea to start. It has a soft feeling that likely rekindles memories of one’s childhood and comfort or speaks to the narrative mind of mankind.

Nonetheless, storytelling does not exempt one from rules of sales and marketing.

• Does the story invoke feelings and the warmness that is half the point of the technique?
• Does the story allow for the recipient’s imagination and cognitive abilities to work and fill in the blanks? Are there numbers and facts included?
• Like any sales pitch or marketing methodology the story cannot be perceived a false and bereft of logic.
• Does it relate to the listener?
• Does the story have a call to action?