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The Power Of Stories
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First, I’d say the single-most powerful sales tool on the planet is the story, because telling stories about your experiences with clients demonstrates expertise, organizational abilities and intelligence. It also demonstrates social proof – your clients liked what you did.
Second, most service professionals write reports during or at the ends of their engagements. These reports tend to include findings and recommendations for achieving positive results. And, in many cases, the advice in the reports is the product they were paid to deliver.
Third, when service professionals write their reports, part of what they’re trying to do is prove that the client got what it paid for – “sell” the client on the value of the report.
So, if stories are a powerful sales tool, then shouldn’t your reports tell a story?
Your tip for this week is to write your next report as though you were telling the client’s story to anyone in your client’s situation. Write it so someone unfamiliar with the situation will understand it, enjoy reading it and find it valuable. Then deliver it to your client and see if the reaction you get isn’t better than it has been in the past.
And once the story is written, change all the names, the industry or anything else you feel identifies the client, and use it in your marketing material.
Stories sell, so tell stories.
Have a great week!
Gill
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