| In today's business world, boring facts
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| | stories to help overcome common
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| and empty stats simply won't make the
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| | objections you receive, such as cost. You
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| impression on customers that a story
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| | don't want to compete on price but on
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| about someone "just like them" will. True
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| | customer experience and your unique
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| stories are much more compelling and
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| | ability to solve customers' problems. In
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| better-remembered than other information.
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| | life insurance and financial services,
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| So to get coveted word-of-mouth
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| | for example, many people haven't done
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| advertising, start by telling your
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| | what they should do in terms of planning.
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| company or product story. When you do,
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| | In this case, smart advisors tell their
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| you'll find that story-telling is a
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| | customer's, "Don't feel bad. Last week I
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| powerful tool that differentiates you
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| | met with someone just like you who had
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| from your competition.Story-telling your
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| | that same problem. Here's how we worked
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| way to greater profit is based on the
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| | together to solve it."7. Keep 'em coming.
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| idea of "social proof." When people are
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| | Dog-eared, over-copied success stories
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| unsure what to do, they look at others'
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| | from seven years ago won't do the trick.
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| behavior and ask what others have done
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| | Document everything and keep it current!
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| previously in the same situation. A
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| | Develop a system to follow up with
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| behavior seems more correct to the degree
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| | satisfied clients because you can't have
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| that we see others doing it, and the more
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| | too many stories at your disposal.
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| people doing it the better. Social proof
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| | Utilize the Web, phone calls, letters,
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| comes into play in all buying decisions,
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| | and e-mail to generate new stories, and
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| from the most basic to the most
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| | then put them on your website in the form
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| expensive. This includes everything from
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| | of written, audio, and video
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| what movie to see or restaurant to eat
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| | testimonials. Have them organized and
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| at, to what car to buy or contractor to
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| | ready to send out with e-mails to
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| hire.Whatever your industry, you can
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| | prospects.8. Use pictures. A picture is
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| essentially get your customers to write
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| | worth a thousand more words. A
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| your best stories for you by documenting
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| | testimonial with a photo shows that there
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| your successes through testimonials and
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| | is a real person behind the name,
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| pictures. Do what your competition fails
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| | enhancing your credibility. Build your
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| to do effectively. To develop powerful
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| | testimonials one at a time, asking
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| stories that sell your customers, follow
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| | clients, "If I can exceed your
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| these ten simple steps:1. Identify your
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| | expectations, get the work done in time
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| positioning. If you don't position
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| | and at the budget we set, would you give
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| yourself advantageously, your competition
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| | me a testimonial so I can share your
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| will position you and your product in a
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| | success with other customers?" The
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| way you do not want. What is your unique
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| | majority of your customers will happily
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| selling proposition (USP)? What added
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| | say "Yes!" Then you can create a Raving
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| value do you deliver that your
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| | Fan book that will let you select the
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| competition won't? Get your customers say
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| | jobs you want to do. Home improvement
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| "wow!" Maybe it's your unique expertise,
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| | contractors, for example, can fill it
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| free installation, or free delivery.
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| | with before-and-after pictures plus
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| Whatever you offer, it should be low-cost
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| | testimonials saying that they showed up
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| but have high perceived added
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| | on time, stayed within budget, etc. On
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| value.2. Define your ideal customer.
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| | future jobs, other bidders will show up
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| Contrary to popular belief, your customer
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| | with no social proof, just a napkin with
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| base isn't "everybody." While you may
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| | an estimate on it, but the smart
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| have customers across all spectrums,
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| | contractors will have ten success
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| who's going to be the most profitable
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| | stories, impressive photos, and raves
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| customer for you, and how can you attract
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| | from past customers. Even if their price
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| more of those? You don't want to be
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| | comes in 10 - 20% higher, if they've
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| always selling to everybody. Be
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| | proven that they can meet the customer's
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| proactive, and let your competition
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| | needs, the customer is likely to pick the
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| suffer the consequences of giving their
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| | professional who provided social proof!
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| sales force too broad of a
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| | You can easily add streaming video to
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| brush.3. Identify what's different about
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| | document your success too.9. Utilize
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| you. Different is good. Create a point of
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| | product reviews. Vendor ratings and
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| differentiation between you and your
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| | product reviews such as you find on eBay,
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| competition with a story. You may have
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| | Overstock.com, and can tell your story
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| noticed this recent trend at retail when
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| | and offer social proof even without
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| you're looking for a BBQ sauce or a
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| | personal contact. The combination of
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| bottle of wine. To get customers to pick
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| | customer rants and raves is highly
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| their product off the shelf, companies
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| | believable.10. Create a personal
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| use their product packaging and web sites
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| | marketing sheet. Tell a good story about
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| to tell an intriguing story.4. Draw them
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| | who you are, especially if you're
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| to you. If you've done the first three
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| | self-employed. It should feature a
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| steps well, the customers you want will
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| | picture of you and your product and tell
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| be attracted to you. Rather than pursuing
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| | who you are and what your USP is. On it,
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| customers, learn their key issues/pains
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| | list some of your customers and include
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| problems and how you can solve them. For
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| | the right quotes as well as detailing
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| example, top mortgage brokers work to
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| | your number of years' experience, special
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| build a good reputation and thereby
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| | training or certifications you and your
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| attract a lot of the business. They don't
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| | team have, and any community
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| have to go out and pursue clients; people
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| | involvement.Tell Yourself a New Story
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| come to them. Do the little things that
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| | About StoriesMany people are hesitant to
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| make for a great story so your customers
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| | sell themselves and their product or
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| will sing your praises and bring the
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| | service with stories because they don't
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| business to you. Ideally, you'll be able
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| | want to feel "pushy," as if they're
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| to choose your customers, instead of
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| | forcing their clients to do their
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| begging them to choose you over your
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| | marketing for them. A simple paradigm
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| competition.5. Show, don't tell. One of
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| | shift is all you need to see the benefits
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| the main principles of story-telling is
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| | of this practice, for you and for your
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| to show the details of the story, and let
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| | customers. Consider this: you're cheating
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| those details speak for themselves.
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| | people if you don't share what a great
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| Effective story-telling is in the
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| | experience you offer customers. They'll
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| details, and the more the better. Leaving
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| | go somewhere else and get an inferior
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| out a minute detail, which you feel may
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| | product and experience.In the end, it's
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| not be important, could turn out to be
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| | simply a matter of utilizing the power of
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| the deciding factor from the customer's
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| | social proof: Tell your story, attract
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| point of view. Paint a picture with your
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| | customers to you, deliver what you do
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| words to bring your story to life for the
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| | best, and you won't be able to stop them
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| reader or listener. You don't have to be
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| | from talking about their "lucky find,"
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| a master fiction writer to tell a
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| | sending others to you and coming back
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| powerful story. Set up a problem, then
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| | again and again. Remember: A good story
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| work through and resolve it by offering
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| | can change the way people think. A great
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| specific benefits to the customer. Create
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| | story can change the way people behave.As
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| powerful case studies of the specific
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| | a speaker, Chip has a magical ability to
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| problem you and the client were facing,
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| | generate enthusiasm, contagious energy
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| why they hired you, what your strategy to
| |
| | and results. Former Tony Robbins
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| solve it was, the terrific result and
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| | international point-man. Clients include
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| what the thrilled client had to
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| | IBM, ADP, Century 21 and Bank of America.
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| say.6. Feel their pain. You can use your
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