Imagine for a moment that you went to a lake, launched your boat, and started to fish without knowing if the body of water was an environment where fish could thrive. Your results will be hit or miss. You could be super lucky and get a bite with every cast. You could go through the whole day without a single nibble. Maybe you have a bit of success and you bring in a few fish in return for the investment of your time, your equipment and the energy you expended to plan your day and get there. What would be better, would be to learn about the kind of fish you want to catch, and go where you know you’ll find them, and be prepared to use the right fishing techniques to reel them in. So it is with Buyer Personas.
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?
If you're like most business owners, you have plans, and you have priorities. But you wonder if the initiatives on which you are pointing your energy and resources are the ones that are going to have the biggest impact on your business. What you really want is to do is to find the rock that will cause the biggest ripple in your organization, moving you towards your goals. If this is you, ask yourself how your plans and priorities are focused on your clients. Sounds obvious, right. In fact, you might think you're already doing everything you can for your clients, but maybe it's time to be more intentional about getting into their heads. Start talking more often with your clients and make it a habit.
There is a not so sneaky way to get your clients to appreciate you and to extend their thanks for all you do for them. It has to do with your responsiveness, but it’s more than customer service and doing what you say you will do. When you nurture your relationship with your client so that it’s deeper than your last transaction, you can find ways to bring more value to them, and at the same time make client retention the top growth strategy for your own company. The best way to do this is to make person to person conversations an integral part of your ongoing communications.