4. 1 2
3
4 5
Introduce hero Hero meets villain
Acquires new resource
Struggle / triumph Transformation
THE HERO’S JOURNEY
PROSPECTINGTHROUGH
STORYTELLING
ACQ
THROUG
SE
OWTH
OUGH
EATION
STORY TELLING FOR SALES
5. RELATIONSHIP LIFECYCLE
STORY TELLING FOR SALES
Stranger Supplier Desired supplier Trusted advisor Strategic ally
ECTINGOUGH
TELLING
ACQUISITION
THROUGHSTRATEGIC
SELLING
RET
THROUGH
MANA
7. ENTERPRISE LIFECYCLE
STORY TELLING FOR SALES
Entrepreneurial Performing Systematic Adaptive Preemptive
PROS
TH
STORY
NTION
EY ACCOUNTGEMENT
GROWTH
THROUGH
CO-CREATION
8. READINESS FOR CHANGE AND STRATEGIC CAPABILITY
STORY TELLING FOR SALES
PROS
TH
STORY
NTION
EY ACCOUNTGEMENT
GROWTH
THROUGH
CO-CREATION
TIME
POOR
CHANGE
REACTIVEANTICIPATORY
CHANGEGOOD
PTIFORTILIBAY READINESS
FOR CHANGE
STRATEGIC
CAPABILITY
CRISIS
CHANGE
9. THE WINNING STRATEGIC MODEL
STORY TELLING FOR SALES
PROS
TH
STORY
NTION
EY ACCOUNTGEMENT
GROWTH
THROUGH
CO-CREATION
Legends
Losers Myths
Winners
10. THE WINNING STRATEGIC MODEL
STORY TELLING FOR SALES
PROSPECTING THROUGH
STORYTELLING
ACQUISITION
THROUGHSTRATEGIC
SELLING
RETENTION
THROUGH KEY ACCOUNT
MANAGEMENT
GROWTH
THROUGH
CO-CREATION
Legends
Losers Myths
Winners
