What’s your story?

 

 

 

 

 

 

by Karen Turnquist

Last week, we were at a prospect meeting with a smart, battle-worn CEO who was slightly guarded and a bit tense—the familiar stance of someone looking for help with their business.

She was joined by her newly hired CFO, who was quirky, analytical and eager to turn things around.

After a bit of small talk, they launched into an array of reports that showed a three-year pattern of downward sales and shrinking margins. They explained how they’d cut expenses and were working on new sales plans that would eventually get the company back to break-even by year end.

Despite this, their bank of 20 years was severing ties with them.

All of this is pretty standard stuff in our world. But at the end of their presentation, the CFO shifted gears a bit and turned to us:

“But what about you? What’s your story?”

It’s about who we are

We’re used to telling our story. In fact, we love to tell it because it has nothing to do with terms and pricing or the benefits and features of working with Sage.

It’s about who we are. And we understand why others are curious.

Business owners run numbers, compare proposals and get references. But, at the end of the day, much of their decision comes down to who they want to do business with.

Do you feel like you really know the person sitting across the table?

We offer our story as a way to help with that decision. It’s a chance for us to explain not just what we can do and how we do it, but why we do it.

In last week’s meeting, offering our story took a very data-driven discussion and gave it a much more human and personal tone.

There were smiles and laughter, nods of appreciation and agreement, and more storytelling.

The CEO softened and visibly relaxed, and the analytical CFO reacted with, “I love your story!”

Time to tell your story

Everyone has a story—one that is important to them.

Mutually sharing our stories creates trust, builds bonds and helps us understand what’s important to others.

Your story aligns with someone else’s? Now you’re cooking with gas!

This is especially true when we’re looking for new teammates, and important too when talking with prospective clients.

And, while it may take a little bit of courage, we heartily encourage you to let go of your fears and tell your story.

Tips for telling your story

• Embrace its personal nature. Your story reveals feelings, hopes and desires. If you’re not used to getting personal at work, practice telling it to your friends and family until you get a comfort level sharing with others in a business setting.
• Know and connect with the story. Why was your company started? What does the company care about? How does your company and—by extension—how do you bring value to your customers? How does the company story align with your personal story? How does working where you work give you an opportunity to tell the next chapter of your own story?
• Tell the whole story. Embrace the ups and downs, the challenges and the triumphs. There isn’t a story that doesn’t have a few bumps along the way. Talking about your own challenges and how you worked through them is relatable. Everyone’s story has a trial or two in it. But it’s how we overcome those trials that reveals character and resourcefulness.
• Be authentic. The real story is enough. A real story is natural and easy to tell. It comes from the heart because it is genuine.

Embrace the opportunity to know and be known in an authentic and enduring way. And enjoy the benefits of better relationships and stronger connections with your customers and colleagues.

As the CEO and founder of Sage Business Credit, Karen Turnquist helps entrepreneurs build value in their businesses. She’s facilitated more than $2 billion in accounts-receivable financing for emerging businesses and believes there’s no greater reward than seeing fellow entrepreneurs succeed.