Harvy Simkovits, CMC

1
Whats Your Story?

• Why Should Customers
• Buy From You?
• Presented at Massachusetts Bay OD Learning Group
• January 13, 2004

2
The Power of Story

• Story telling is a core competence, and perhaps
  the most important, for professionals
• Richard Whitely, Vice-chair and cofounder of the
  Forum Corp., and author of Customer Centered
  Growth the
  Customer-Driven Company

3
Being Clear and Certain About Your Value and
Contribution

• In an attractive and exciting way, your story
  needs to
• Provide evidence of your relevant background and
  experience (so they see you as a credible
  resource)
• Convey proof of what you say can be done (by way
  of your expertise)
• Exemplify your powerful values, beliefs, purpose,
  and/or process (the value you can provide)
• Embed your compelling message in the buyers mind

4
Whats Your Story?So why should I buy what
you offer?
5
Story Structure Why Buy?
YOUR CLAIM
(LOOKING BACK)
(LOOKING FORWARD)
Buyers Cares/Concerns
Your Learning
Your Experience (evidence/proof)
Your Differentiation
Your Ability/Gifts
Your Love/Passion
6
Example CKA Story

• Business claim
• Through my wealth coaching, aspiring people can
  create a life of financial abundance and personal
  fulfillment.

7
Example CKA Story

• Looking Back
• Credibility-boosting experience
• My family history of entrepreneurs, inheritance,
  loss and success has provided me the backdrop and
  container to help others on their path to a life
  of abundance.
• Relevant learning
• Ive learned that money is complicated and woven
  into all aspects of our life. And, to be truly
  successful in life, an interior journey must
  accompany any exterior strategies -- otherwise,
  the journey misses the potential.
• My unique capability
• I am especially gifted at knowing and
  communicating with people, assisting them through
  their inner journey towards a life of abundance.

8
Example CKA Story

• Looking Forward
• Critical audience need
• I hate to see the pain, confusion and repeating
  patterns that sabotage personal and family
  happiness, especially with regard to money.
• My passion
• I love to help individuals and families cultivate
  a life of passion and purpose, taking advantage
  of all their sources of wealth.
• My differentiation
• Unlike other financial planners who mostly focus
  on sound external money strategies, I guide
  people through the inner journey that leads to a
  life of abundance and fulfillment.

9
Again Whats Your Story?Why should I buy
you?
10
Buyers Cares/Concerns
Your Assets/ Capabilities (Ability)
Your Passion (Love)
YOUR BUSINESS SWEETSPOT
Your Experiences Learning
11
Resonance with Your Audience

• Creating Powerful State of Connection to both
  Self and Other
• Create Resonance with Yourself
• Stimulate/Provoke the Audience to Resonate with
  Themselves
• Getting the Audience to Resonate with You

12
Whats Your Story?So why should I talk to
you?
13
Story Structure Why Talk?
DESCRIPTORS
Your Defining Statement (Love)
CLOSING ANALOGY
OPENING ANALOGY
Your 3 Mores/Betters
Your Differentiation
14
Whats Your Story?So why should I talk to
you?
15
Shepherding Business to Your Door

16
For More Information(please check all that apply)

• _____ Yes, I know of a business that could
  benefit from these approaches.
• _____ Yes, I know of an association that would be
  interested in this program.
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• _____ Yes, please send me info about Harvys
  powerful practical business-development
  workshop, Shepherding Business to Your Door.
• Harvy can contact me at ______________________
  on (date) __________________.
• Name _________________________________________
  __
• Company _________________________________________
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• Address _________________________________________
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• ___________________________________
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• Phone _________________________ Fax
  __________________________
• E-mail _________________________________________
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