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“If you’ve heard this story before, don’t stop me, because I’d like to hear it again.” ~~ Groucho Marx

We are a species that loves a good story and enjoy sharing it. Some people I know always have a new joke and deliver it with enthusiasm, employing voices and gestures that accentuate the action. Stories are the oldest communication format and were passed through generations before the advent of more permanent technology—like the written word.

Anecdotes are a powerful way to share your message and you can empower your network with memorable success stories, as well.

The best narrative is to consider one related to your best client (see week three for examples.) Profile this client completely (see week 31) and develop a story that helps your network find other similar clients.

Let’s dissect a good story.

Who. An engaging beginning defines who we want to meet and sets the stage for the pending action. Use demographics to define this individual fully—including number of employees, years in business, etc.

What. Why. The action-packed middle of the story should introduce the problem your client experienced and some ineffective actions taken or consequences faced before you arrived on the scene.

How. When. Your success stories should always have a Happy Ending. Describe how you solved the problem. This is the part of the story that gets repeated the most often. Include facts, figures, and statistics that matter.

Develop these stories and write them down so you can refer to them as needed. Treat them like a key-ring, each designed to open a specific door. Have a story or three for every target market you serve, every benefit you provide, and every objection you might face.


© 2017 by Stephen Hand of Triangle BNI.
All rights reserved. No part of this document may be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without prior written permission of Stephen Hand of Triangle BNI.


Written by bniguy

September 24, 2017 at 11:56 am

Posted in communication, HowTo

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