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Storytelling is the most effective way to communicate. The power of a good storyteller cannot be underestimated. Your success relies on its impact & resonance - the consistency, passion, enthusiasm, and authenticity as originally shared by the founder.

Welcome to Day 27: Master Story Telling, The Power Of A Unified Voice

The Retail solved Blueprint to teach you everything you need to know to confidently grow and scale your brand, build a connected community of loyal evangelists, and multiply your brands impact, sales, and profits.

If we are meeting for the first time, my name is Dan Lohman. I’ve had the privilege of mentoring and working with hundreds of brands from pre-revenue to multi billion dollars in sales. This a culmination of the best strategies that are working today. I’ve spent years testing and perfecting them to save you valuable time and money while giving you the edge you deserve.

If you haven’t done so yet, download the free 30 Days To Prosperity Workbook at RetailSolved.com/30DayWorkbook to help you get the most out of this brand-building series. Go back and listen to all of the episodes in this masterclass to that you don’t miss a thing. The strategies build upon each other in the order of the series. Please share these and help me raise the bar in natural.

I want to take a moment to recap the last episode - How To Develop Performance Indicators To Maximize Results, KPI’s

Topic: Master Story Telling, The Power Of A Unified Voice

This is one of my favorite topics. That is because this is where you can make the biggest impact - your ability to communicate the value of your brand is critical to your success.

Notice I didn’t mention how well is is selling or how if is ranked in the category. Those measures overlook what matter most - the value your brand offers. Lets take a moment to talk about value.

Bread story

Now, would you agree that organic bread is a better value when you consider how it nourishes your body despite the additional cost? I want to challenge you to think about how your brand provides more value than the other brands you compete with. It does not take a lot of creativity to compete on price and the harsh reality is that you will most likely loose that fight every time. Let’s change the way the game is played and focus on what your customers want - real value for their hard earned money. Helping them get what they want is also helping your retailer partners get what they want. This is why I spend so much time talking about the market basket. It all starts with your brand story.

If I tell you a story and you share it with someone else and so on, it will be unrecognizable when it comes back around. Stop and think about this for a moment. How does this impact your selling story or your messaging across all your retail customers and beyond.

When I worked for big brands we relied exclusively on paper presentations. The brand team would send us new item presentations that we were expected to share on every retail appointment. That rarely happened.

I used to call on the largest retailer in the country at the time - before Walmart became the largest. My responsibilities included their corporate headquarters as well as several different divisions. Each sales rep choose different slides to include in the presentation depending on their style and what was important to them. There was no uniformity and consistency between sales calls.

Now imaging how your brand is being presented at each individual retailer. It’s no wonder why there is so much confusion, so many fires, and so many deductions. Deductions are an indication that something did not get communicated properly. Retail sales calls have become transactional at best. Lets change that! That’s why I spend so much time talking about using each and every retailer facing opportunity to educate them about something they can’t get on their own or from your competition. A big reason for this is ineffective story telling.

Big brands talk at us - not to us. We’re great, buy use …..
Natural brands are more closely aligned with our core customers. That is why so many of the strategies through out this 30 days to prosperity challenge are focused on building a thriving community outside traditional retail. This is exactly why I created the free turnkey sales story strategies course. It will give you a solid foundation to build your brand on and, more importantly these are the simple strategies most brands don’t have the discipline to execute. If you want to rise above other brands, you need the strategies this course teaches.

I have to admit, I made a huge mistake. Making it free reduced the incentive for people to complete it. I planned to charge $2000 but decided to make if free as my way of giving back. This industry has been good to me and this is in keeping with my mission: to help you get your brand onto more store shelves and into the hands of more shoppers including on-line.

Take this course seriously. Overachievers will take this course with your entire management team in unison. You can learn more about the course at RetailSolved.com/grow/sales

For additional inspiration listen to podcast episodes:
SECRETS 29 TURNKEY SALES STORY STRATEGIES, Dan Lohman With Brand Secrets And Strategies
SECRETS 87 Peter Burns With ONE Brands & Justins & Hain Celestial, Why It’s Critical To Build Your Brand With A Sturdy Foundation
SECRETS 124 Phil Lempert The Supermarket Guru, Your Success As A Brand Begins With A Farmer. Celebrating Real Food
SECRETS 139 Suzie Yorke With Love Good Fats, Explosive Growth - The Result Of A Solid Brand Position
SECRETS 105 Brands Need To Have A Clear & Compelling Message That Resonates With Shoppers. Nothing is more important to a brand than the customer. Your brand story needs to resonate with shoppers just as much as the ingredients - beyond a retailer’s shelf. Brands who can personalize their messaging have the potential of going viral

Tip of the day: Storytelling is the most effective way to communicate. The power of a good storyteller cannot be underestimated. Your brand's success relies on how effective your storytelling is.

I’ve recorded the video which has illustrations and additional information I can’t share on an audio podcast. You can watch the accompanying video on on the podcast webpage and you can get there by going to RetailSolved.com/Session253. In tomorrows show we’ll talk about How To Create A Sustainable Advantage For Your Business, Know Your Competitors Strategies.

This episode will build on today’s conversation. Thanks for listening and I look forward to seeing you in the next show.