How can you make your deal story compelling?

1 Understand your audience

The first step to crafting a compelling deal story is to understand your audience. Who are the decision-makers, influencers, and stakeholders involved in the deal? What are their goals, challenges, needs, and preferences? How do they perceive your solution and your company? How do they make decisions and what criteria do they use? By answering these questions, you can tailor your story to address their pain points, highlight their gains, and overcome their objections.

2 Structure your story

The second step to crafting a compelling deal story is to structure your story in a clear and logical way. A common framework to use is the situation-complication-resolution model. In this model, you start by describing the current situation of your client, the problems they are facing, and the consequences of not solving them. Then, you introduce the complication, which is the gap between their current situation and their desired outcome, and the challenges they have to overcome to bridge that gap. Finally, you present the resolution, which is your solution, the benefits it offers, and the proof that it works.

3 Use storytelling techniques

The third step to crafting a compelling deal story is to use storytelling techniques that make your story engaging and memorable. To do this, you can use anecdotes, examples, and testimonials that illustrate your points and show real results. Metaphors, analogies, and contrasts can also be used to help your audience understand and visualize your solution. Additionally, emotion, humor, and suspense should be employed to capture your audience's attention and interest. Furthermore, repetition, callbacks, and summaries can reinforce your key messages and call to action.

4 Deliver your story

The fourth step to crafting a compelling deal story is to deliver your story with confidence and conviction. You need to use your voice, body language, and presentation skills to convey your enthusiasm, credibility, and authority. You also need to adapt your story to the context, the channel, and the feedback of your audience. You can use different formats, such as slides, videos, demos, or proposals, to support your story. You can also use different techniques, such as asking questions, telling jokes, or using pauses, to engage your audience and create rapport.

5 Follow up your story

The fifth step to crafting a compelling deal story is to follow up your story with actions that move the deal forward. You need to clarify the next steps, set deadlines, assign responsibilities, and confirm commitments. You also need to keep in touch with your audience, provide updates, address concerns, and remind them of the value of your solution. You can use different tools, such as emails, calls, or messages, to communicate and follow up. You can also use different strategies, such as offering incentives, creating scarcity, or leveraging referrals, to create urgency and influence.

6 Improve your story

The sixth and final step to crafting a compelling deal story is to improve your story based on the results and feedback you get. You need to measure the impact of your story on the deal outcome, the client satisfaction, and the relationship. You also need to solicit and analyze the feedback from your audience, your peers, and your managers. You can use different methods, such as surveys, reviews, or debriefs, to collect and evaluate feedback. You can also use different sources, such as data, research, or best practices, to learn and improve.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?