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The importance of storytelling in the sales process

Michele Bondani, founder and proprietor of Packaging in Italy

Storytelling, we hear about it now increasingly more typically and on a number of fronts, however we attempt to make clear what storytelling is, what it’s for and what technique to undertake to develop a profitable mission, and we do it along with Michele Bondani, proprietor and founder of Packaging in Italy, which has skilled many profitable circumstances on the topic and which as all the time, with the standard readability, gives us with vital meals for thought, additionally helpful for printing and paper changing firms…


Storytelling, or the skill to inform tales, is actually useful to the sales process. Everyone in the entrepreneurial and industrial sphere after we current ourselves in entrance of a brand new buyer we should inform a narrative, probably fascinating, that really characterizes the firm and the merchandise we’re presenting, in any other case the frequent danger is to placed on the plate the identical arguments that our potential buyer has already heard from different suppliers, inevitably falling into the tussle of low costs.
“At this time of the yr with my company we’re engaged on tasks for subsequent Christmas 2022, we now have already addressed in earlier articles the sector of baked items for the anniversary, the place competitors may be very fierce, and to current ourselves to eyes of a possible purchaser reminiscent of large-scale distribution, which amongst different issues is simply ready to have the alternative to deliver the industrial negotiation solely on the low value, with a product with none distinctive options, is a danger that should be averted”, says Michele Bondani.
The presentation of a product should essentially be advised in a sure means, making the interlocutor dream, and going to stimulate his feelings.
“Until the Nineteen Eighties, the sale of homes befell totally on paper, then somebody began proposing residences already furnished, with constructing website nonetheless open, permitting clients to see what might have develop into their very own house accomplished, taking part in on the emotional sphere of the buying process”, provides Bondani, an strategy that applies to a home, however equally to a product and its packaging, which at present additionally due to digital printing and changing know-how, in addition to being advised, might be offered to clients in the type of actual mock-ups even in a single piece.

From “storytelling” to “storydoing”: from story to actuality
A mistake completely to keep away from, particularly these days with the function performed by social networks, is to go and inform tales that aren’t actually supported by actual and concrete information. A bit like in the subject of sustainability it’s completely counterproductive to do the traditional “green-washing” or to declare oneself eco-sustainable solely in phrases, additionally in this case telling a services or products that’s not actually differentiating from the competitors results in undesirable outcomes.
“Very typically firms don’t perform analysis and growth and subsequently the services or products supplied does not likely distinguish themselves from different market gamers, and right here the function of advertising comes into play, referred to as to play its playing cards with absolute dedication”, provides Michele who then presents us a profitable instance he has labored on in the previous. “About 10 years in the past Giorgio Gherri, administrator of Parma Is (Terre Ducali Group) got here to me and collectively we launched the well-known Pagnotto, a mission conceived by us at Packaging in Italy of nice success, due to a product differentiation that made it doable to create a brand new class that didn’t exist earlier than, distinguishing itself on the market, thus avoiding the value struggle”, says Bondani.
The class of sandwiches was now saturated, all the firms supplied the product packaged in a triangular plastic casing, Bondani then began from the first distinctive level of Pagnotto, a really top quality product with a shelf-life of 5/6 days, to be inserted amongst the very recent merchandise, characterised by the use of merchandise of excellence of the territory, an element that gave life to a whole vary of merchandise with a fully modern packaging, consisting of a secondary packaging consisting of a paper bag, simply transportable, with an open window however with no movie that permits you to see the main plastic packaging which, due to the truncated cone form, permits the Pagnotto to be opened barely, enhancing that 30% extra filling, one other distinctive component of this product.
The affect on the shelf was completely profitable due to work on a number of fronts, from naming, to structural design, visuals, and packaging on which the distinctive options of this modern product have been enhanced, giving life to a profitable storytelling.
“Storytelling, as you may effectively perceive, is barely a hyperlink in a series that should additionally embody all the different traits described above, since in any other case the mission doesn’t maintain up, it isn’t actual after which it doesn’t work on the market. The title Pagnotto was created exactly to differentiate itself from the class of sandwiches that already existed. Il Pagnotto is a brand new product and as such it was additionally proposed in a brand new format, not triangular however rectangular, made with wholemeal bread, chosen substances and connoisseur sauces, all traits to be advised on the bundle, one other distinctive component of this extraordinary product”, provides Bondani, reminding us that with out storytelling the battle will inevitably finish solely on the value. There are conditions the place telling a product is undoubtedly less complicated, since the traits to be introduced out are already there and may solely be dropped at the highlight, different occasions in which the job of advertising or higher of the specialised company should play a number one function, with an in-depth examine and evaluation that successfully emphasizes the distinctive values ​​of the product.

A tip for printers and paper changing firms

“I invite firms in your sector, specifically printers and packaging producers to replicate on their storytelling, and to make it stand out, telling and explaining it. Today I believe that in a commodity reminiscent of the printing service, to face out from the crowd and subsequently from the value, it’s essential inform your individual story, your individual distinctive options, which go a bit of past the newest know-how or the service issue. Today I’m satisfied that 99% of firms that supply printing companies work on public relations, on empathy with the buyer, since the service supplied at the finish of the day may be very, similar to that supplied by the overwhelming majority of rivals. I do know it’s not straightforward, however even in this sector, a extremely new service needs to be created to essentially differentiate your self. It’s not straightforward, I repeat, I notice, but it surely’s not not possible both. Today the instruments for profitable positioning and storytelling additionally in printing, changing and packaging sector can be found, simply sit down and make a profitable technique, along with professionals”, concludes Michele Bondani.


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