When speaking with a client, simply referring to your previous work, however successful, is not enough. You should be able to work those events into a compelling narrative that engages your audience, both rationally, and emotionally. Perfecting your sales story allows you to connect with your client and provide valuable insight. This is your opportunity to challenge the client to think critically, and to show your expertise. The way you choose to frame your selling story influences how a client views you.

How to craft your perfect selling story

In order to be effective, your sales story should:

Be Relatable

You should aim to connect with a potential buyer with a sales story that is relatable and engaging. Present a case that highlights your work in a situation that your client will find relevant. Use this opportunity to prove that you understand their values and their industry’s challenges. >Be sure to establish your relevance and provide insight.

Present a Conflict

After you connect, your sales story should introduce a challenge within the case. Explain the conflict thoroughly, and describe how challenge affected those involved. This will allow the buyer to empathize and personally identify with the case. Having an emotional impact will affect how much your customer relates with the story.

Have a Resolution

Guide the client through the process of how you resolved the challenge. Be transparent about the insight that drove your strategy, and why your insight was valuable to the client. Express how you planned and implemented your problem-solving strategy. This is your chance to demonstrate your expertise.

Include Results

Be sure to explain the results using more than just numbers. Illustrate the effectiveness of your solution, and its lasting, personal impact. Then, reinforce these qualitative results with quantitative evidence.

Storytelling is the most effective and engaging way to address challenges from a buyer’s perspective. Use this opportunity to reframe the way a potential customer views personal problems through a compelling narrative that focuses on relatable strategy. At this point, you’ve not only connected with the client, but have also given them a new perspective on their own problems, and insight about how to resolve them. Once you master your selling story, you are one step closer to helping a potential client identify effective solutions, and understand your integral role in their development.