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It’s a fact that most companies are so focused on what they do that they often forget to take the time to tell the story about what they are most proud of. If what you’re doing matters, really matters, then take the time to develop that story, one that resonates. People enjoy hearing positive stories about others, so why not one that creates the potential for an emotional connection to your company or your products and services?

Examples include how power utilities showcase the heroic efforts of their workers involved in restoring electricity to communities devastated by tornadoes and ice storms. The U.S. Army even includes on its ‘Go Army’ Home Page a link to ‘Army Strong Stories’, where you can “Connect with Soldiers to Learn Why They Serve or Share Your Own Story”.

Keeping in mind that attention spans are limited, and people are cautious with new relationships, think about a theme that could be used credibly by your sales force. Focus the story on someone that would be perceived as having admirable character, who is a member of your company, or a customer that had the ‘perfect experience’ with your product or service. In telling your story, use word pictures to illustrate the key point you want to make. Describe the characters and the settings in which they operate.

So as you go about selling, tell a story. If it doesn’t work well, tell it a different way or find a new story. When you find a story that resonates, live that story and make sure it is true and subject to scrutiny. All successful business people are storytellers.