Always remember that facts tell but stories sell.
Your business story is one of the greatest tools you can use to create an emotional connection with your business. As soon as you share the journey of your company, an emotional connection is formed.
It is crucial to create that emotional connection and experience for your customers as this will help with loyalty. So many companies are pushing their message to your customers as to why they should buy from them and not you, but with that emotional connection to your company, this makes the persuasion more difficult.
Tip: Create a picture with your story because visuals always have more impact. Read all about my companies sugar story below and the journey we have gone on.
The story of how our family business started:
When we first started in Swaziland, we had lost absolutely everything. We had managed to negotiate a sugar quota of 1000 tonnes with the Sugar Association. The Sugar quota was an unbelievable opportunity, but we were unable to buy a 34 tonne truck of sugar. We managed to get somebody else to buy 34 tonnes and we bought 6 tonnes of our own sugar from them. We then processed it for our bread premixes and would sell them in South Africa. We only had 5 products that we sold and those are still some of our popular products today.
When we fast forward to present day: All four of our family run the business which we currently manufacture 56 products, sell 250 products and have a sugar quota of 4500 tonnes. What started off as one 34 tonne truck once every 2-3 weeks to South Africa has grown to 7-9 trucks every week.
We are a company only growing from strength to strength and with second generation having joined, we are only growing stronger as a business and as a family.
A lot of people ask us "what is the potential of your company?" and our answer is simple: ENDLESS.