El Storytelling En El Punto De Venta, Un Estudio Bibliográfico Para Entender El Poder De La Narrativa En Las Transacciones Comerciales.

Carlos Andrés Arango Lozano; Néstor Andrés Sáenz Rueda

Authors

Carlos Andrés Arango Lozano Publicista, Certified Flash MX - Macromedia, Especialista en Animación Digital, Magíster en Publicidad
Néstor Andrés Sáenz Rueda Publicista

Keywords:

story, communication, seller, point of sale

Abstract

This article presents the findings of a bibliographic study composed of an exploration of the concept of storytelling based on what was proposed by academics and the publications they have made on this topic. The objective was to contribute to describing the role of narrative in establishing more strategic commercial transactions compared to conventional sales types. The challenges at the organizational level that business advisors and sales leaders face were explored, building and appropriating narratives that manage to connect their clients, especially emotionally, with the brand they want to sell. For this challenge, it was necessary to delve deeper into the definition of the role, the competencies and skills that a commercial agent must acquire. As a recommendation, companies need to implement mechanisms, challenges and forms of appropriation of multichannel experiences that are combined with storytelling strategies to face the transformations that the market is imposing

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