WHAT’S A CORE STORY?

What’s a core story?

The core story combines the value, brand and strategy you have developed to clearly and simply communicate to prospects what you do. It should immediately follow a brand statement. Once delivered, you should have prospects and new acquaintances asking lots of questions which should be stimulated by the core story.

1. Do you know what’s happening in our market?
2. If I work with you, how do we measure results?
3. What do you know about our competitors and their services?
4. Are there risks if we retain you and your firm?
5. Tell me 3 reasons why you are better than firm x?
6. How important is diversity and inclusion to your firm?
7. How can you help us communicate results internally?

In other words, in refining your core story, put yourself in their shoes. If it doesn’t resonate with them in an initial meeting or a formalized pitch, why not? And in a follow-on discussion about retaining your services, have your team members been given training to “close”? Have they practiced going from the core story to implementing your sales strategy? Imagine sitting at the table with a particular prospect because the right industry and the right prospect have been targeted. Your research has given you a clear sense of how this buyer thinks, what their business is about and what the company wants and needs and what your opportunities are vis-à-vis your competitors.

Make sure the core story fits and is blended into your marketing and sales efforts.