How to tell a good story

According to consultant Mark Satterfield, chief executive of Gentle Rain Marketing Inc., every good story has three main ingredients: A “good” problem. The situation has to be one with which the listener can identify. Interesting characters. The best stories involve real people. They could be a couple on the edge of retirement, someone struggling with downsizing or anyone else facing a problem that the adviser sees on a regular basis. A solution. This is the moral of the story — where you explain what you have to offer. Other storytelling points that Mr. Satterfield thinks are essential: Go negative. This is where salesmanship can come into play, because every potential client has the option of managing important decisions on his or her own. Your story should illustrate to the listener that he or she can land in trouble without your help. Use specific details. The story shouldn't be about a widow who is worried about outliving her assets. Although you shouldn't intrude on anyone's privacy, you can say that a client of yours whose husband was in a car accident when she was 65 had several difficult decisions to ensure that she will have enough to live on. Practice. Once you have settled on a story, tell it to your spouse, your friends and anyone else who can give you feedback. Draw up bullet points if you like, but don't script it out or memorize it. You should be able to recall the story at will so you don't draw a blank in front of a client, and be able to tell it fluidly. — Lavonne Kuykendall