How comfortable are you with client storytelling? Storytelling is a Big Idea involving professional evolution of soft skills you are less-than-comfortable applying to business development and problem-solving.
First, most of us do not perceive ourselves as storytellers. We leave that function up to “someone else” in our organization or association – whomever that may be.
Next, not everyone works for a big, fancy corporation that has a budget to outsource stories to professional copywriters. And besides, after these stories get fancified, are you comfortable or embarrassed to tell them to clients? Do the stories even resemble the contextual reality under which they occurred?
As a result, professionals in pursuit of career opportunities – as well as micro, small to midsize businesses, and solopreneurs – often struggle with impactful storytelling. Because they are not tuned-in to uncovering and capturing these stories.
Have you ever found yourself in a situation where prospective or current clients asked you: “So just how did you do that?” How did you respond?
Consequently, client storytelling defaults into factually retelling a business case or two.
In addition, those business cases – and their stories – often stop. Just at the point where they should begin. You, or a workplace colleague, launches into a lengthy and detailed narrative. You focus on facts, specifications and a linear timeline, taking listeners from Point A to Point Z. Mostly in a process-oriented format which sounds like: “This was their problem, and then we did this, and this too, and that and we solve it! Ta-da! And that is why you should do business with us!”
Is your client storytelling all about the clients, or all about you?
The majority of client storytelling leverages individual business cases. The objective is to sell or renew association membership or a contract for your organization’s products and services. Ultimately, the client usually plays a secondary role in the story: a foil for how wonderful you are.
Which is why most client storytelling is less-than compelling storytelling. Because it is transactional, rather than strategic. More focused on customer acquisition than customer retention. And lacking an experiential impact that gives potential and current customers an inside view on just how it is to work with you.
Compelling and collaborative client storytelling is an important factor influencing a client’s long-term commitment to partnering with you.
Are your current stories falling short of creating this emotional, as well as logical, impact? Or, are you searching to discover whether, or not, your organization or association overlooks the stories you can so easily tell?
Would you like to learn how to involve your entire workforce, more profitably, productively and purposefully, in capturing compelling client stories? The type of stories which drive customer acquisition and sustain and retain customer relationships? Then, click on this link and book an introductory conversation with me!
- Take the next one millimeter step forward. Hire me to speak or conduct a workshop at your next corporate or association event to catalyze your storytelling mindset and skill sets.
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Babette Ten Haken catalyzes organizations and associations, like yours, who want to leverage a more profitable workforce to retain the customers you work so hard to win. One Millimeter Mindset™ speaking and storytelling programs are dedicated to: Leveraging Collaborative Business Models and Profitable Workforces to Retain Customers. Babette is a member of SME, ASQ, SHRM and the National Speakers Association. Babette’s Playbook of collaboration hacks, Do YOU Mean Business? is available on Amazon.com. Her professional speaker profile appears on the espeakers platform.
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