Everyone has a story.
Some stories are truly compelling … like the story of Christmas, for example. If a story of hope and possibility is not compelling, what is? That is perhaps why all these centuries later we still celebrate this story. Some stories are more mundane, perhaps, but they are all meaningful in the mind of the right storyteller. I have always felt that “grinding it out everyday,” though seemingly mundane, is a very compelling story because it is a story of perseverance and commitment. Perseverance and commitment are not just a great storylines, they are each magnificent and timeless virtues.
So, what is the story of your company? Why does your story even matter? And, even more importantly, why should you tell your story to your clients?
It matters because your best customers buy your services for more than practical and economic reasons. They buy your services because they trust you. Think about it: We all want to work with people and companies where we feel good things will happen, and where a promise is a promise. We want to work with people that we know, should issues arise, will work with us to solve the problem without rancor and lawyers. Issues arise in every relationship. But it is the manner in which these issues are addressed that tells the real story of who we are. So, it is not too much to say that we want to work with people who are like us. That's the basis of customer relationship management.
Telling Your Story
This is why your story matters, is compelling and should be written and communicated to your customers and prospects.
A good company story has three fundamental elements:
- What you do
- How you do it, and
- Why you do what you do.
Simon Sinek has an interesting take on this. You can see his YouTube video HERE.
Most companies can tell you what they do and even how they do it, but neglect to tell you why they do what they do. And that is the most compelling part of the story for your customers and prospects. That’s because your customers and prospects can relate to the story. They see themselves in it, and will feel comfortable sharing the same values and history.
As we finish one year and begin another, take some time to reflect on your story and write it down. Then communicate it. As we celebrate the Holiday Season, take some time to reflect on those stories, too - stories of hope and possibility. And while you’re at it, we hope that you will take a moment to learn OUR STORY, as well.
Finally, all of us at The Aspire Software Company wish you a Merry Christmas, Happy Holidays and a Happy New Year!
Kevin Kehoe and Mark Tipton