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Digital sales appointments have turned wholesale selling upside down in fashion. Keeping customers engaged through a screen isn't easy. Sales teams can’t rely on physical samples as they did before. Customers can find it hard to make decisions without feeling the product. Despite the challenges, digital sales appointments are still a matter of people connecting. Relationship building needs new ways to engage buyers. Storytelling in sales has become the next big thing for B2B sales teams.

HATCH Terminology - Sales presentation & Assortment

 

The FOUNDATION of STORYTELLING IN SALES for fashion:

HATCH users have created thousands of sales presentations over the years. Despite the differences in styles, we've seen how certain elements of storytelling in sales impact the sales results. Before creating any digital sales presentation, these 3 elements need to be in place:

  • Collection - The star of the show (after all, that’s what people want right?!)
  • Brand - The basis for any collection, helping people understand the vision
  • Story - State your message, immerse people, and take them on a journey

Steps to a successful assortment

B2B sales teams need these elements in place if you want them to drive effective sales results. Other teams than sales need to chip in too. Marketing, Merchandising, and Design are key in this area. When these pieces fall into place, it's time for sales to shine. Storytelling in Sales is comprised of 3 elements

#1 OUTLINE your narrative

When building a digital sales presentation, start with a story. Instead of focusing on your collection, think about the narrative that will get your next customer interested. Stories are powerful tools to drive engagement and have a huge impact on how we process information

Draft a script outlining how each key seasonal story is relevant for your wholesale customer. Storytelling in sales starts with understanding who is on the other end and what makes them tick. Great digital sales presentations are built in the context of the brand and the customer. 

#2 USE marketing content to support your narrative

One of the great things about going digital is that you have marketing content at your fingertips to elevate your story. If you got it, flaunt it! For storytelling in sales to succeed, marketing content needs to be created in line with the seasonal story. Good marketing content will help you:

  • Communicate the key story of the season;
  • Showcase the key looks and products that will have marketing support;
  • Engage customers throughout the sales appointment.

#3 USE product assets to highlight key benefits

Let’s face it. Selling digitally means no physical samples. Yikes. How can you help customers get a good idea of your collection? The answer is product content. From images to videos, long gone are the days where front and back images would cut it. Instead, customers need as much information on what makes each product special. Some product assets that make good digital storytelling examples doe 3 things:

  1. Highlight key USPs of a product
  2. Showcase the fabric quality in detail
  3. Highlight the fit and shape of a product on model

product details & 3D imagery

3D can unlock incredible opportunities for greater storytelling in sales too. From the drape of a dress to deconstructing a winter jacket to highlight its insulation capabilities, brands can use 3D technology to enhance the product storytelling at scale. One more reason for buyers to make the right decisions!

Master the Presentation flow. It's Showtime!

Having all the ingredients in place, it is time to combine them in a way that each component shines. How your presentation flows is as important as the quality of your content and the presentation itself. Take your customer in a journey from inspiration to product in 3 stages:

  1. Immerse customers into the world of your brand.
  2. Highlight the key seasonal stories. 
  3. Present a customized assortment using the optimal narrative for your customer.

Using this framework will make your story drive your narrative and get your collection to land in your customer's mind with strength. Regardless of the final structure of your presentation or the narrative for your customer, remember one thing: the most important element of any storytelling in sales is you.

You've got this! 

Happy selling!