Ashley Creech

The Challenge: More Than Just a Product Sale

In today’s intricate enterprise environment, selling a product isn’t merely a transaction; it’s a story. The technology company’s sellers were adept at discussing features and benefits but faced a significant disconnect when it came to linking these products to the broader context of enterprise and business architecture. This lack of narrative capability rendered their sales pitches more transactional and less impactful, missing the chance to engage potential clients in a meaningful dialogue about holistic solutions to their problems. In short, the challenge was not just to train sellers on storytelling but to imbue these stories with specific, relatable case studies that could be woven seamlessly into client interactions.

The Underlying Issues

• Narrative Gap: The sellers were unable to weave compelling stories around enterprise and business architecture, resulting in less impactful customer engagements.
• Lack of Training Resources: While existing case studies held valuable information, they were not formatted in a way that would help the sellers tell a story.

The Solution: A Story Worth Telling

Recognizing the power of storytelling in the sales process, the project was designed to transmute raw data and facts into compelling narratives. Instead of relying on the abstract concept of business architecture, the project sought to reverse-engineer two existing case studies that epitomized the value proposition of the company’s services and products. The goal was to create training materials that not only informed but also inspired, turning the process of selling into a journey that both the seller and customer could embark upon together.

How I Helped

• Structured Narratives: Created a standardized, maintainable story outline that broke down each case study into identifiable segments and talking points. This became the skeleton around which the stories were built.
• Visual Aids: Developed PowerPoint decks for each narrative that not only summarized the story but also included personas to offer sellers a more nuanced understanding of the customers involved.
• Interactive Learning: Produced Klaxoon boards following the format of design-thinking. These boards were created to be interactive, allowing sellers to immerse themselves in the narrative and better internalize the sales process.

The Outcome

The sellers were armed with narratives that were not just compelling but also deeply instructive, enhancing their ability to connect with prospective customers on issues of enterprise and business architecture. Training sessions became more interactive and effective, thanks to the Klaxoon boards.

“Ashley’s dedication, storytelling ability, and talent for crafting compelling narratives impressed everyone on the [redacted] project. Her proactive approach and commitment to excellence set her apart, establishing her as a valued team member and a role model. Her work consistently exceeds expectations, reflecting her passion and skill in every detail.”

—Director @ Avanade

“Ashley was the glue that held our team together, demonstrating a can-do attitude, pragmatism, and resilience in a fast-paced environment. Despite minimal guidance and extended team absences, she proactively took ownership, built strong client rapport, and ensured the project’s success with her commitment and hard work.”

—Account Lead @ Avanade