Use the brand story in a conversation only after you listen. Then link the story to the customer’s words. Tell it in one minute, and ask a question. This post gives you the four steps and three short scripts.
Learn these skills in the course Brand Strategy and Storytelling (MC-BS), module 4.
Who This Is For
Sales and customer service staff who meet customers every day.
The Four Steps
| Step | What You Do | Watch For |
|---|---|---|
| 1. Listen | Let the customer describe the problem. Repeat it back in their words. | The customer says “yes, exactly” |
| 2. Link | Connect the problem to the brand story: “That is why we started…” | One link only, not a list of products |
| 3. Tell | Tell the problem, proof and result in about one minute. | The customer leans in or asks a question |
| 4. Ask | Ask one question that moves to the next step. | A date, a sample or a meeting |
Three Short Scripts
- Service call. Customer: “Your technician came late again.” You: “Late, again. That is the problem we promise to fix. Can I book a fixed slot for you now?”
- Showroom. Customer: “I need a sofa that lasts with kids.” You: “Most of our buyers have young children. Our covers wash at home. Shall I show you one?”
- Sales meeting. Buyer: “We tried two vendors already.” You: “Others told us the same. Here is one client who switched. Would a call with them help?”
Each script repeats the customer’s words first. Then it tells a short part of the story, and asks.
Common Mistakes to Avoid
- Telling the story before you listen.
- Telling the full company history. Keep it to one minute.
- Ending with no question. The customer then has no next step.
Try It This Week
In your next three calls, first repeat the customer’s problem in their words. Then speak. Note what changes.
Frequently Asked Questions
Is this a sales script to read word for word?
No. The four steps stay the same. The words follow each customer.
Who writes the brand story?
Marketing writes it with sales. See the Read Also list for the three questions.
Next Step
Read the full outline of Brand Strategy and Storytelling (MC-BS). It runs as in-house training for your team. It follows Brand Management (MC-BM). For a group from your company, get a quote for in-house training. More Work Tips are in the skill area Brand. Read also:
