No matter the industry, one of the best ways for a salesperson or business owner to connect with a customer is to share their story! Stories touch people, and engage and establish a relationship with the customer in a very natural way. When done well, stories create a strong emotional response, and emotion is the key to buying decisions.

Here are the five “W’s” that will help you craft a natural conversation to connect with prospects and customers:

  • Who you are. The who of your story is critical in setting the stage for the relationship. This is where you introduce who you are, other members of the team and who the company is in a way that earns you the right to ask for their time and attention.
  • What you do. The what of your story should be informative, but not too detailed with industry facts. Think like the prospect and include interesting information about what your company does that the customer will understand and respect. Ideally, highlight what is different about your business. If you’re talking, they likely already know what you do from a product or service perspective, so stand out.
  • When it happens. The when of your story defines the timing for meeting customer needs. This is often tied with your recommendations and should be realistic. “We anticipate completing your website in eight weeks” or “We guarantee roof replacement in one day.” This needs to be well-defined and communicated clearly to the customer.
  • Where they feel results. The where of your story isn’t a physical place – it identifies where your services will impact the customer’s quality of life. Will they have more time with their family? Will they feel less stress because the roof isn’t leaking? The “where” is all about the customer.
  • Why you are in business. The why of your story is your core purpose – why your company exists. It should be real, and connect to who you are. For example, an auto repair shop owner we know started his business in part because his single-parent mom struggled with car maintenance when he was a child. His business exists because he doesn’t want others to experience that stress. It’s a powerful, emotional message.

Whether your story is told verbally or is included in your marketing messages, it should engage the customer and create the beginnings of a successful relationship.

What is your story? Tell us . . .  we  love to hear more about businesses just like yours!