To be adept at business storytelling, you must first be a listener. This is because the story that you need to tell is not the one about you, what you do and how you do it. It’s the story about your client, their problem and the journey they went on to find a solution. How do you get your client’s story, and what do you do with it?
Open Ended Conversations
Surveys can be very helpful in uncovering attitudes about your company but the way to get the best information is by having a conversation with your clients. While you don’t need a script or a stack of canned questions, it is helpful to prepare for the conversation by learning background information. That kind of knowledge will help you recognize when you need to nudge the client to go further down one road or another, without putting words in their mouths.
The Power of Real Quotes
What if you went to a website and the words you saw or heard there sounded like something you would say? That’s a powerful result of getting first-hand stories from your clients. I’m not talking about testimonials here, although they have a power of their own. I’m referring to the way that you can match up your messaging with what really matters to your buyers when they have told you their story in their own words.
Related: Get the Case Study Guide and Learn How to Build Credibility, Grow Trust and Close Sales by Telling Your Success Stories
Differentiate from the Competition
When we see the same words used again and again on websites and marketing collateral, we gloss over them. For example: value-added, leverage, robust. Using the words that your clients use will set you apart and pull your reader into your message. Not only will you avoid being generic, you can stir up empathy as your prospects identify their conflict with the transformation that you promise.
Gaining a Competitive Edge
Another thing that happens when you listen to your clients is that you can find out what else they want and need. Sometimes this could mean that you offer something new, but it could also reveal the need for a new tool, a different process, or an opportunity to provide training that ultimately improves customer satisfaction and retention.
Buyer Focused Marketing
Interested in making your marketing more strategic by improving the focus on your clients? Contact me for a consultation.