Page 19 - Professional Remodeler Magazine (January 2020)

IN
BUSINESS

COMMUNICATION

Using Stories to Close Business

A FEW SMALL CHANGES IN THE WAY YOU COMMUNICATE CAN MAKE A BIG DIFFERENCE

“IF YOU SAY IT, THEY UNDERSTAND IT. IF YOU SAY ‹ bmˆ;vঞm] vol; ;m;u]‹ bm|o |_; ‰-‹ ‹o† 1oll†mb-
it well, they feel it.” While this is a simple play on words, 1-|;ķ ‹o† l-‹ u;7†1; lbv†m7;uv|-m7bm]v -m7 bm1u;-v;
b|Ľv -Ѵvo |u†;ĺ ); _-ˆ; v;;m |_bv =uol roѴbঞ1-Ѵ Ѵ;-7;uv ‹o†u 1Ѵov; u-|;ĺ
like John F. Kennedy, spiritual leaders like Gandhi, or m; l;|_o7 o= 1oll†mb1-ঞom |_-| _;Ѵrv 1u;-|; -
media leaders like Oprah. Ѵ-vঞm] blru;vvbom bv |_; †v; o= v|oub;v -m7 l;|-r_ouvĺ
); -Ѵvo v;; |_; ro‰;u o= 1u;-ঞˆ; 1oll†mb1-ঞom ‰b|_ -m‹ o= ‹o†u 1Ѵb;m|v _-ˆ; m;ˆ;u ]om; |_uo†]_ - u;lo7-
]u;-| 0†vbm;vv Ѵ;-7;uvķ 1o-1_;vķ -m7 ]†u†v |_-| bmvrbu; ;Ѵbm] 7;vb]m ruo1;vv ou Ѵbˆ;7 bm |_;bu _ol; 7†ubm] - u;mo-
|;-lv |o -1_b;ˆ; ]u;-|m;vv f†v| 0‹ 1omˆ;‹bm] |_; =;;Ѵbm] ˆ-ঞomĺ $_;‹ f†v| 7omĽ| ];| b|ĺ +o†u fo0 bv |o 1_-m]; |_-|ĺ
of simple ideas and themes. Mark Richardson, CR, is
"oķ |_; t†;vঞom 0;1ol;vĹ ľ o‰ ;@;1ঞˆ; -u; ‹o† -m7 Telling the Story a speaker and business
‹o†u ou]-mbŒ-ঞom -| 1oll†mb1-ঞm] ‰b|_ 1Ѵb;m|vĵĿ u; While there are many familiar metaphors or stories you growth strategist. He
‹o† ‰om7;ubm] ‰_‹ ruovr;1|v -u; vb]mbm] ‰b|_ 1olr;ঞ- 1-m †v; |o 1oll†mb1-|; ‰b|_ ro|;mঞ-Ѵ 1Ѵb;m|vĺ $_;v; authored the best-
selling books How Fit
tors |_-| ‹o† hmo‰ -u; mo| -v ]oo7 -v ‹o†ĵ v|oub;v r;u|-bm |o 7b@;u;m| -vr;1|v o= u;lo7;Ѵbm]ĺ $_;
following are examples that are designed to help you Is Your Business?, Fit
formulate your own. to Grow, and The Art
of Time Mastery. He
Ɛœ olr-u; u;lo7;Ѵbm] |o m;‰ 1omv|u†1ঞomĺ $_; b7;-
also hosts the podcast
bv |_-|ķ ľ!;lo7;Ѵbm] bv Ѵbh; _-ˆbm] - v†b| |-bѴou;7 ‰_bѴ;
Remodeling Mastery.
|_; 1Ѵb;m| bv vঞѴѴ bmvb7; b|ĺĿ
mrichardson@
Ƒœ -h; 1olr-ubvomv †vbm] |_; |‹r; o= u;Ѵ-ঞomv_br ‹o†
have with the client. m vol; u;vr;1|vķ ‹o† -u; - Cm-m- mgrichardson.com
or 301.275.0208
1b-Ѵ -7ˆbvou ‰_o bv _;Ѵrbm] |_;l u;7†1; ubvh -m7 bmˆ;v|
1ouu;1|Ѵ‹ om|o |_;bu ]u;-|;v| -vv;| Ō|_;bu _ol;ĺ +o† -Ѵvo
v;uˆ; -v - 7o1|ou =ou |_; _o†v;ķ l-hbm] v†u; |_; ub]_|
ru;v1ubrঞom bv ]bˆ;m |o 1†u; |_; _ol; o= r-bm -m7 7bv;-v;ĺ
m vol; ruof;1|vķ ‹o† v;uˆ; -v - l-uub-]; 1o†mv;Ѵouķ
_;Ѵrbm] |_; 1Ѵb;m|v l-h; 7;1bvbomv -m7 ‰ouh |o];|_;uĺ
‹ _;Ѵrbm] |_;l v;; |_-| ‹o† -u; lou; |_-m f†v| -

ARE YOU WONDERING WHY PROSPECTS ARE SIGNING WITH

COMPETITORS THAT YOU KNOW AREN’T AS GOOD AS YOU?

FIZKES / STOCK.ADOBE.COM u;lo7;Ѵbm] ;Šr;u|ķ |_;‹ ‰bѴѴ mo| omѴ‹ 0;‚;u †m7;uv|-m7
‹o†u uoѴ;ķ 0†| |_;‹ ‰bѴѴ -Ѵvo r;u1;bˆ; ˆ-Ѵ†; bm |_;v; o|_;u
blrou|-m| vhbѴѴv;|v ‰_;m v;Ѵ;1ঞm] |_; ub]_| u;lo7;Ѵ;uĺ
ƒœ 77u;vv 1ov| 7b@;u;m1;v 0;|‰;;m u;lo7;Ѵbm]
companies. )_‹ bv |_;u; v†1_ - 0b] 7b@;u;m1; =uol

)_;m ‹o† 0†‹ - 1-uķ b| ‰bѴѴ _-ˆ; =o†u ‰_;;Ѵvķ -†|ol-ঞ1
&vbm] u;Ѵ-|-0Ѵ; l;|-r_ouv |o 7;v1ub0; |_; u;lo7;Ѵbm] om; 1olr-m‹ |o |_; m;Š|ĵ +o† lb]_| v_-u; |_bv b7;-Ĺ
process will help clients connect deeply with your company. ‰bm7v_b;Ѵ7 ‰br;uvķ -m -†7bo v‹v|;lķ -m7 1u†bv; 1om|uoѴĺ

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