Eight Steps to Connecting with Prospects Through Storytelling (555)
GOAL: warm up cold leads
METHOD: Tell your story and then invite the other party to tell theirs.
There is absolutely no reason for the other person to open up to you if you start out firing cold questions at them like, “What’s your business goal for 2024?” Storytelling warms the climate!
1 - ASSESS THE STORY MISSION
What kind of result do you want to get with your story? Present yourself as likable, trustworthy and authoritative? Stress your company's credibility while telling its origin story? Talk up the skills of your colleagues or CEO? Close a deal?
2 - FOLLOW THE STRUCTURE
Good basic business storytelling generally includes:
· A setting
· A mission
· Characters
· A dilemma
· A turning point
· A solution
· A message
3 - LEARN ABOUT THE AUDIENCE
Uncover as much about your audience’s demographics, values, problems and goals as you can BEFORE you speak. Adjust your story as needed, per your mission.
4 - ESTABLISH CHARACTERS
Who's the protagonist? Who or what is the antagonist (the person/situation fueling a problem)? What other characters push the story along?
5 - CREATE KEY WORDS
Turn your script into a list of key words that arouse you emotionally. Be open to altering words to meet changes in the mood of the room. Conversational language is not the same as written language. Even a script you created for yourself days or weeks ago might not fit how you feel and need to speak in a conversation today.
6 - CHOOSE A VOCAL TONE
Decide on an appropriate vocal tone for your delivery and stick with it. Your tone when you have just met someone and are trying to establish trust, likability and authority will differ from your tone later in the relationship when you are trying to close a deal and speak with greater familiarity.
7- PRACTICE STORYTELLING
Tell stories conversationally into the recording tools on your laptop/phone. Self-critique diligently. Enlist a test audience to hear the story in advance and share feedback. Ask them to note how your story made them feel and the impression it created of you/your company.
How do they rate your eye contact, vocal pace, word choices, vocal variety, use of filler words? Would they feel compelled to share their stories with you? If not, why?
8- REVEAL YOUR EMOTIONS
Strive to let your emotions show during the parts of your story that move you most. Reveal how your personal ties with this story affect you. It will draw the audience toward you.
THE SECRET OF SUCCESS
Stories are crucial tools in connecting with audiences. But it’s in knowing how to move them emotionally that will ultimately determine how successful you are in getting them to open up and join you in a meaningful business conversation.
You can learn how to sharpen your storytelling ability and pave the way for meaningful sales conversations by clicking here and subscribing to a free public speaking series based on Michael's bestselling book, “How to Become a Super Speaker: The 7 Principles for Speaking with Confidence and Connecting with Audiences.”
You will receive tips, strategies and take-action assignments to guide you toward becoming an empowered speaker and storyteller who gets the results they desire.
Know how to make your stories connect!
MICHAEL BARRIS
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Michael Barris is the consummate evangelist for speaking better to be your best and create an impact with your career.
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