A strategic why story is an invitation to connect the dots. First, not only in terms of professional relationships between you and your co-workers, colleagues, employer, clients. But also in terms of cultural connectivity.
Then, deep dive into the strategic human capital value of employee experiences, as well as customer experiences, which are created when your stories are connected.
Initially, a strategic why story moves you beyond how you currently tell your own professional story.
Consider that you do not work in a vacuum. Even if you are a business of One.
Take a look around at your daily, weekly, monthly, quarterly, annual professional universe. Usually, you are part of an interconnected professional ecosystem. And, your ecosystem focuses on better serving clients. Why is your own professional success, as well as theirs and your clients, dependent on this interconnected professional ecosystem?
How do each of these professionals impact the long-term quality and ROI that you consistently deliver to the marketplace?
Next, a strategic why story connects the pre-sale and post-sale dots for clients.
Why are these professional dots strategically important to clients? Because, clients need to know the story of how all these dots are connected across professional disciplines and cultures.
Otherwise, the story you tell is tactically-focused and self-focused, an either-or story. Either, you focus on sales tactics to close the sale and make your numbers. End of story. Which makes current and prospective clients wonder: “And then, what’s going to happen to me, post-sale?”
Or, you focus on technical and engineering complexity involved in post-sale execution of whatever is sold. Another end of story. Which makes current and prospective clients wonder: “What did I just get myself into? Who is going to take care of me once the solution is implemented?”
Tactical stories may convince clients to do business with you, one time. However, compelling and strategic why storytelling retains clients.
Do you connect enough professional dots throughout your organization? Or, do you stop short, rather than continuing to connect the dots? Because each dot, each professional, is responsible for creating and impacting customer experience, customer success and client retention. Even if you do not know who these professionals are, right now.
Developing your strategic why story starts with your invitation to connect your professional story with your colleagues across your organization. Better serve and retain your clients by better serving each other, first.
Otherwise, when you do not know – or understand – the story of how the pre- and post- sale continuum is interconnected, the story you tell continues to sound like everyone else’s.
Babette Ten Haken’s One Millimeter Mindset® Storytelling for STEM Professionals and Left Brain Thinkers speaking programs leverage purpose-driven value differentiation through storytelling, to create and retain successful employees and clients. Find out more about Babette’s professional story here. Babette is a member of SME, ASQ, SHRM and the National Speakers Association. Her playbook of communication hacks, Do YOU Mean Business? is available on Amazon.com. Contact Babette here.
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