On Friday, I was excited to attend the Advance One Day event in sunny Southwest Florida. I learned so much, but I would like to share with you one session in particular. It was presented by Matt Keller- founder of Advance One Day and is called, “The Story Your Brand Is Telling You.”
Every story has…
- A customer. This is your hero.
- A problem. Your customer has a problem. This is where your customer lack the expertise needed.
- A guide. That’s you. You’re the expert that can solve their problem.
- A clear and precise plan. The customer is seeking guidance from you. Give them a clear plan to solve their issue. Try using a metaphor to help the customer understand.
- A call to action. This is where you close the deal. Be bold!
- Failure Avoidance. Prevent your customer from choosing the wrong solution or making excuses.
- A successful ending. Your customer’s problem is solved!
These seven steps tell us a compelling story about our brand. Let’s go through some examples to better put this into perspective.
I liked the example of a mattress store with dozens of mattresses to choose from. How do you find the perfect one for the right price? This salesman had three different mattresses for his customers to try out. He told them this is the Jaguar, the other one is the Lexus, and the one over there is Nissan. He could connect with his customer to tell them what kind of mattress they could get and compared them to cars. Simplify it for your customer!
Every story has a customer. That customer needs a new pair of reading glasses (a problem). They find your company that sells reading glasses. You are the guide that will understand their story. Once you know their story, you use your expertise to give them a clear and precise plan for finding the glasses that will meet their particular needs. After the plan is made, it is time to call them to action. Be bold and close the deal! You are helping them avoid failure by making sure they don’t select the wrong product or miss out on the opportunity. This ultimately ends in success as your customer now has the perfect product!
Customers are looking for a guide, they are not looking for a hero. You are the expert, so show them that! Help them narrow down the selection and find the right solution for them by asking analytical questions. Use your experience to guide theirs.
Do not overload your customer! Look at the customer’s story, not your own story. Think of it like a treadmill, the customer starts off in turtle mode and as you talk more and more about your brand, they move all the way to rabbit mode! Slow down and focus on your customer’s problem.
This conference was definitely a learning experience for me. I hope that this brief summary gets you thinking about how you can better engage with your customers. There are many more avenues to refine your skills once you get down these basics, but this is a great start. If you have great tips you’d like to share, feel free to tell us. We’d love to hear from you!