Last week, I showed how to tell success stories to colleagues, so they could copy from your successes.
This week’s Tip covers a different type of story…
… this time, it’s when you want to convince someone to choose you, and you want to tell a story to evidence that you’re their best option.
(For example, if I want Company X to choose me to help them win an imminent sales presentation, I could tell them the story of how I helped Company Y win their sales presentation).
To tell these stories, there are four steps (but remember WHO and WHAT):
- State you can help
- Story part 1 – WHO you previously worked with
- Story part 2 – WHAT outcomes you delivered for them
- End with a question, to draw them in
For example:
- I can help you with that
- It’s like when I worked with (COMPANY X). Like you, they had a sales presentation – and were up against very good competitors
- And, because of our work, they won the deal – worth over £150million
- Please can I explain what I learned from working on that with them – I think it might help?”
They’ll answer ‘yes please’ (who wouldn’t?)
And then you tell them the key phases of the work you did – “there were three things that were pivotal to them winning – X, Y and Z. Which shall we discuss first?”
They’ll choose the one they want. And now – finally! – you give them the detail. But, as you do so, both you and they know you’re discussing a process that works.
These WHO/WHAT steps instantly elevate your stories – and help give the other person the certainty they need, to choose you.
Action Point
- Create your success stories – one for each outcome you want to convince others about
- Practise saying them until they sound natural, persuasive and epic
- Say them any time you think a story will help someone feel certain you can help them