If you don't give them a story, they'll evaluate you on price.
I've written recently about the shortsightedness of focusing solely on the features of your offering. One of the biggest dangers of this is that your prospects won't understand how you are really that much different than your competitors. When that happens, their decision becomes all about price. That's a place you don't want to be.
Developing your story can raise your offering up out of a pricing war. Because a story shows your prospects how your offering fits within their lives. How it helps them accomplish what they want to accomplish. It is powerfully emotional.
Ultimately, this is what it comes down to. We don't just buy products and services, we buy stories. Yes you have to have a quality, competitive offering. But the reason we will become your advocate is your story.
Help your prospects make an emotional connection with your offering and you will make it easier for them to do business with you.
So are you ready to define your story? Or would you rather risk being reduced to a commodity?