Position Yourself in Your Customer's Story

When it involves sales, using story is your best strategy.

Humans love stories— particularly when they’re interesting, engaging, and memorable. That’s why the people that sell stories have such a lot of success: they take their sales talk from an informational seminar to an immersive experience that their potential customers love.

When you create a story about someone, especially one where they're the most character, they have a tendency to concentrate . They have a tendency to react. And, most significantly , they have a tendency to buy.

There’s only one common problem that the storytellers have with this approach, and it are often summed up into one simple question…

“Where do I slot into all or any of this?”

Your customer is undoubtedly the most character and hero of the story. You need to show their narrative arc that sees them overcoming adversity and accomplishing their goals. But, if they’re the hero of the story, then how does one get to position yourself?

What Role You Play within the Story?

In your customer’s story, you're the guide.

The guide is that the person who helps the most character overcome their challenges. They're characters like Yoda, Dumbledore, and Mr. Miyagi. They're those that are fondly remembered, but not those hoisting their hands within the air in victory at the top of the book or movie.

The guide’s role is critically important in almost every story because they're those that make the hero’s transformation possible. Without the guide, the hero wouldn’t be ready to overcome obstacles and achieve their goals. a bit like Luke Skywalker wouldn’t be ready to defeat the Sith without Yoda’s help, your customer won’t be ready to achieve their goals without your products and expertise.

So, albeit you play an integral part, you're not the hero within the story. And, once you are framing your customer’s story, it’s important to recollect that for a few reasons…

You should never position yourself as the hero because it’s the hero who is ill-equipped to realize their goals on their own. Only until the guide shows up and provides them the tools that they have can they really achieve greatness. You don’t want to be the character that can’t manage to realize their goals on their own, you would like to be the one that helps the most character finally reach success.

The other reason is this: you don’t want 2 heroes during a story because it weakens the story’s impact on your customer. By introducing 2 heroes, and thereby 2 narrative arcs, your story and your customer’s story become totally different (and muddled).

So the maximum amount as you would like to succeed, you would like your customer to succeed even more. Invite your customer into a story, one where they defy the chances and win the day. Discuss with your customer about their goals and needs , not your own. Put your customer first in everything you are doing .

Then, once your customer understands and begins on the trail toward success, you'll also achieve the method . Don’t specialise in your own wants and wishes . Do nothing but be helpful, then stand back and watch the pieces fall under place.

If you'll manage to try and do that, then you won’t ever need to worry about your own personal success. It’ll just happen on its own.

How to Establish Yourself as the Guide

Now that you simply understand the role that you’re alleged to play, you now need to understand the way to actually play it. We talked about it broadly, but let’s get more specific.

To truly position yourself because the guide, you've got to point out that you simply are the one that can help your customer accomplish their goals. To do that, you've got to exhibit empathy and authority.

In the case of empathy, you've got to point out your customer that you simply actually care. You shall make them understand that not only does one feel bad that they're browsing a drag with their business, but that you simply think it’s borderline unfair that they're having to experience it within the first place. If you'll show that you simply actually care about your customer’s problem (and helping them solve it), then they're going to be significantly more inclined to possess you help them fix it.

In case of authority, you essentially got to demonstrate your competency. you would like to prove that this isn’t the primary time that you’ve helped a customer solve a drag and achieve their goals. By showing to your customer that you simply are equipped to assist them solve their problems, which you've got a track-record of success, you're getting to sell them on you being the answer to their problems. You’re getting to establish trust, which may be a necessary component of any account .

Crafting your Brand Script

Empathy and authority are the 2 parts of the equation when it involves your specific role because the guide in your brand “script.” It’s also important to notice that they aren’t exclusive to every other. If you'll only establish one among either empathy and authority, then your whole positioning plan will disintegrate .

You need to determine both empathy and authority and, when lecture your customer, you ideally got to roll in the hay in one or two sentences. If you'll quickly establish both of these things, then you’re getting to have a huge amount of success.

So, what that basically means is you would like to plan ahead. You need to aim to anticipate what quite problem your customer goes to possess . That way you'll integrate the skeleton of your statement of authority and empathy into your brand script, then fill it in with the specifics once they become known to you.

Once you've got that statement strong and clear, then you'll have effectively set the framework to position yourself because the guide. Then you'll specialise in ensuring the remainder of the parts of your customer’s story fall under place. You could worry about filling out the remainder of your brand script.

Just remember that, regardless of how important it's , where you slot in your customer’s story is merely one piece of a really large puzzle.

Wrap-Up

By positioning yourself because the guide in your customer story, you play an integral part in their success without detracting from the very fact that it’s their success, not yours. You want your customer to be ready to address you in their time of need so you'll help them solve their problems, and therefore the best way to do this is by showing them that not only are you capable, but you also care.

Once your customer believes that, you'll effectively help them achieve the success that they envision for themselves.

And, within the process, you’re getting to get paid.

Then, once your customer is happy and their story is fulfilled, you'll advance to subsequent one and repeat the method . What might be better than that?

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