Your Clients Buy You, Not Your Products

When I talk about telling stories in business, people get all awkward.

We are inevitably talking about selling from the stage, but as a part of your story.

Isn’t that salesy? they ask.

The answer is no.

Speaking from the soul is not just about selling products. Speaking through your story is about making a connection with your audience, and then taking that connection and making an impact on their business, or on their life.

You only want to work with the best clients, right?

To do that you have to make that connection with them, and the move them into action to work with you.

Selling has really gotten a bad rap. Yet, we do it all day long.

We sell the idea of having chicken rather than hamburgers to our kids.

We sell the idea of going to the movies to our spouses.

We sell a perception of ourselves by the way we dress.

Don’t think so?

Try going to a high-end restaurant in grubby sweats and a stained t-shirt and see what service you get.

Selling is just promoting an idea.

But when we get to the point of exchanging a product or service for money we get all goofy and awkward.

The thing is, if you are not totally convinced that your product or service will benefit your audience, nothing will help you past the goofy and awkward.

I was goofy and awkward when I didn’t feel like “me” in business. As soon as the inside matched the outside, it all came naturally.

Speaking from the soul is speaking from the inside, not the outside and it should feel natural because it is not manufactured.

But natural doesn’t mean it doesn’t need to be polished up a bit for natural enhancement.

No one can hear your story if it is disjointed, stuttered over, or silent.

The content needs to have a clear beginning, middle and an end or people get confused.

When it has a great flow and you tie it up nicely at the end, people feel satisfied.

Imagine going to watch a movie and the electricity cuts out fifteen minutes before the end. You will go nuts until you find out what happens!

If you are not sure what a good story looks like, check out a fairy tale. Happy endings are my favourite 😉

Your delivery is as important as the content. It is the delivery of the story that makes it compelling.

There are storytellers who can have you on the edge of your seat talking about a trip to the grocery store.

Most of us are not like that. We need to mold it with the right words, flow, and cadence for people to let go and be taken on the journey.

And that is what you need to do.

Write down the times in your life that have been pivotal.

What made you the way you are?

Why are you in the business you are in?

What challenges have you overcome and how did you overcome them?

When did you screw up? How did you come back?

The stories that answer these questions are the ones you need to share.

And then, you have to own them.

Craft them, mold them, and practice them until they are deep in your bones.

You could tell them in an elevator or on a stage in front of 10,000 people.

I think that is one of people’s misconceptions that you have one story for the stage and another for the elevator.

That is simply not true.

A good story can be shared in conversation.

A short version can be shared as part of your intro at networking events.

It can be a blog or a social media post.

Many events are looking for powerful five-minute micro talks. This is a perfect way to deliver your story.

And the selling part, in the end, is simply a call to action.

What do you want people to do?

Do you want them to embrace their inner badass, buy face cream, donate to a cause, or commit to crafting their signature story so they can speak from the soul and sell in six minutes or less?

You are selling your idea.

Just tell them what you want them to do.

And that’s selling!

Want to develop your powerful micro-talk? Let’s make it happen!