Relationship Selling: Building a Customer Focused Narrative [Podcast]

By Jeff Korhan

Relationship Selling: Building a Customer Focused Narrative

Episode 79 of Landscape Digital Show reveals how to build a relationship selling narrative that attracts and retains customers.


Have you ever noticed that some people always answer a question with a story?

For some of us, storytelling is part of our DNA because we learned at a young age that a compelling story is arguably the best way to sell an idea.

For me personally, growing up with three brothers was the perfect storytelling training. You quickly learn that telling the truth works better when it’s backed with a compelling story.

While a handful of people may be natural storytellers, most of us struggle with exactly how to convey information in meaningful ways, especially when the circumstances are unexpected.

What’s needed is a structure that will stand up to the demands of any situation, including what buyers want to know that they believe will help them solve their problem.

This is why relationship selling requires a sales process that is supported by a narrative structure, a series of stories that collectively become a purposeful, global story, like a novel, film, or non-fiction documentary.

Your global story is your value proposition. The sequence of stories that support it give prospective buyers what they need, where they need it, and at the right time. In my landscaping business, we knew that early in the relationship we had to tackle tough issues like design fees, budgets, and timelines.

If we failed in that conversation it was all over. Thus, the first true challenge was to get the buyer to know, like and trust us and our business. How exactly does that work?

Most of us have learned to start by asking good questions and listening, but at some point in that conversation, you need a story that hooks them so that they are dying to know what happens next.

That’s where the relationship selling narrative begins.

The Classic Storytelling Structure

Buyers are hungry for information because they want to make the best decision for their particular situation. Yet even in our data-driven world facts and figures will fall short if there is not a persuasive story that validates why that data matters.

Before I started writing this article I pulled out a legal pad and divided the page into three equal sections that represent the beginning, middle, and end of the article. Probably the greatest value of this planning and organization method is that it gets you thinking in terms of where your ideas will work best.

Last night I was watching the film Adaptation that profiles Robert McKee’s legendary storytelling methods. One of the points he emphatically made to the aspiring screenwriter played by Nicolas Cage is there has to be change!

For characters to be changed there has to be a progression and that is a function of time. This is why every story has a distinct beginning, middle, and ending, and yours should too. It’s a classic structure that has been used for centuries.

Here’s a modernized version.

Beginning Hook – For a story to work it has Go to the full article.

Source:: Business 2 Community

Be Sociable, Share!