SALES TIPS
Ways to Use Short Stories to Attract Ideal Clients How many times have you heard that using short stories in the client acquisition process is an effective strategy? Probably a lot. So, are you using stories? Have you developed a small inventory that you can apply to the right situation? Here’s more information to help you get started.
By Bill Cates Two Benefits of Using Short Stories They bring your value proposition to life. If your value positioning statement isn’t crystal clear and/or filled with jargon, your prospects may be a bit lost. A good short story adds context and clarity. Your prospects’ brain loves stories. Thanks to a process called Neural Coupling, a story activates parts in the brain that allows the listener to turn the story into their own ideas and experience. The benefits you offer as told through stories become more relevant to your prospects. Five Places Stories Can Be Used to Boost Client Acquisition I’ve identified five places in your client acquisition process where an interesting and relevant story can help you seal the deal.
26 | CALIFORNIA BROKER
1. Client Focused “Why” Stories This is a quick story that brings to life why you believe in your value. It could be why you got into this business or something you observed with one or more of your clients after being in the business. It could be why you’re with your current firm, why you went independent, or why you believe what you do is more important now than ever before. We recommend using this story with prospects in your first or second meeting. It will help them engage with you, win their business, and become more referable. Here’s more information on the Client-Focused “Why: https://bit.ly/3sKMI1R 2. Differentiation Stories Creating differentiation that is meaningful in the eyes of your prospects and clients is not always easy to do. Whatever you choose to hang your differentiation hat on, you will gain more traction if you bring it to life with an example — a short story.
