The Planned Giving Blogger

The art and science of planned giving.

Stop telling stories.

with 2 comments

That’s the provocative title of a recent blog post by Steve Yastrow, a speaker, consultant and author of the book “We: The Ideal Customer Relationship.” Steve doesn’t really suggest that you stop telling stories.  His twist is that you should stop telling stories about yourself and let the story be the donor’s. 

“Sales and marketing are about helping your customer create a story, in his mind, in which you figure as a prominent, clear, vibrant character. If your customer tells himself a meaningful, motivating story that includes you, he will be much more likely to get more involved with you, and take actions that improve your business results.”

Phyllis

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Written by Phyllis Freedman

March 2, 2010 at 11:56 pm

2 Responses

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  1. I think it’s more about telling the customer what you can do for THEM and not about who you are and what you’ve done. No one wants to listen to someone go on and on about their own achievements. But a customer will listen to someone discuss what THEY, the customer, can achieve or how they will benefit from a partnership with your company or product.

    mikidemillion

    March 3, 2010 at 12:31 am

  2. Thanks Phyllis. My Google Alerts showed me your post.

    Sure, the donor needs to understand the story of your organization. But he/she will come to understand it better, and why it is an important story, once they see how it ties into their personal story. So it is important to avoid the monologue/elevator pitch trap, and engage a donor in an ongoing, rich conversation about his/her life and interests in which you can weave in, at appropriate times, aspects of your story. As Martin Buber said, there is a big difference between genuine dialogue and monologue disguised as dialogue.

    You might like this also: http://yastrow.com/nlarchive/2010/tear-up-your-elevator-pitch-02-23-10.html

    Steve

    Steve Yastrow

    March 3, 2010 at 8:11 am


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