Using stories to increase sales at Pfizer 

The aim of the project was to ensure that all European sales staff had confidence in the products they were selling. One approach discussed was using ‘anecdote circles’, a technique to draw out lots of stories from groups in ways that didn’t allow single voices or viewpoints to dominate the group.

The communication team decided to gather stories from the sales force and analyse them using ‘signifier’ sheets to determine how they viewed the product and the experience of selling it.

As a result of the gathered information, workshops were run for 900 sales representatives with sessions on targeting, objection handling and attitude.

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