So, Whats Your Story?

For most people in business, myself included, we have to keep serving our current customers and at the same time find new prospects we can serve.

Over and over in my success coaching practice, I hear people speak about not having enough of the right kind of customer while others wonder why they arent getting referrals.

I am no longer surprised when I get a blank look from business owners, sales professionals and managers when I ask them "Do others really know what you do for them and do they know how your service satisfies their needs?"

Of course you know what you do, you know how it will benefit others and you know how you are different from the competition. However, your customer or prospect is the one who needs to be able to make the connection between you, your product or service and a need.

So, how do you let a prospective customer know what you can do for them? You tell a story. A story is a description of an experience. Story tellinglies at the heart of human experience and it is a very effective tool for getting your message across to others.

Here is a very simple and effective way to tell your story. It has worked very well for me and for every person I know who uses it. Its called an attraction story because it attracts to you only those who need your product or service.

There are two parts to the Attraction Story. You simply need to remember two sentences.

1. "Do you know how..." (then name 2 or 3 problems common among your IDEAL client).

2. "Well, what I do is..." (briefly tell them that your business solves each of these problems).

For example, if you are a business consultant, you might say, "Do you know how many companies today are concerned about high overhead, cash flow and employee relations?" (They will say yes.)

Well, what I do is work with companies by implementing systems that reduce overhead, increase cash flow and improve employee relations. Im a business consultant."

Anyone who has the type of problems you solve will be attracted to what you do. They will naturally want to hear more about you or they may know someone who has these problems and could use help.

These two simple sentences will help you tell your story and open the door to further discussion about what you offer.

Do you know how business professionals often have a difficult time telling others about their service, or they find their current clients are not referring business to them, they get frustrated and dont know what to do?

Well, what I do is help them articulate their story, work with them to educate their clients to refer business, and assist them to move through frustration into action. Im a Success Coach.

Try it!

(c) 1999, Options Success Coaching and Training

About the Author

Robert Knowlton is an Executive Coach.
Coaching in leadership development, advanced communications strategies, and realizing your purpose and personal vision. If youre ready to accelerate your growth and success, contact me today.

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