Storytelling as a Business Development Tool

How does storytelling help the professional service provider?

Highly successful professional salespeople have vastly different styles and approaches. The one thing they have in common: the ability to tell a good story. Storytelling has three core advantages for salespeople—and for professional service providers:

1) The listener immediately reverts to “cookies and storytelling” relaxation—he/she really hears what you have to say as you entertain. The listener is more likely to absorb your message.

2) You demonstrate your value—the listener can visualize, empathize and get emotionally involved in the situation you describe. The listener is more likely to remember your story.

3) Your relationship with the listener graduates from a cold selling environment to one of warmth and sharing. Therefore, you set the stage for friendship.

5 keys to storytelling success

As a professional service provider, you have numerous opportunities to share a story with a prospect. Storytelling informs others about what you do and builds your credibility. Here’s how:

1) Remember to tell the story! Avoid the tendency to start the meeting with shameless bragging about what you can do for the prospect and why you are better than everyone else. Start the conversation by asking the prospect to share the situation and how he/she feels about it.

2) Tailor your story to the needs of the prospect. Share how you solved a similar problem for a client in the past (no need to give names if confidentiality is an issue).

3) Show, don’t tell. No need to brag—let the listener draw conclusions about your problem-solving abilities based on the sequence of events and the outcome.

4) Be brief. Keep your story short or risk boring the prospect.

5) Have fun telling the story. Share the problem, how you solved it, and the outcome in a manner that shows you are passionate about helping clients. Your goal: a prospect who is excited to work with you to solve a problem and get results.

After hearing the prospect’s need and telling a story, offer to follow up with an engagement letter or schedule the next meeting. When you meet with professional service providers who can send work your way, ask about their client base and share stories about successes with similar clients. Tell stories to old friends, existing clients—even the colleagues under your roof. A subtle reminder of what you do and how you solve problems helps others to understand and appreciate your personal and professional talents—including your ability to entertain.